In this week, the storytelling is the main theme for the week.
Storytelling is a widely used method for advertising now these days. Instead of telling customers and consumers to buy or use their products/services, advertisers reach to customer/consumer’s emotional side and convince them to make the needs for their products.
I found the British Airways’ advertisement on YouTube which uses storytelling for reaching customers. In this video, the flight attendant finds a crying passenger who travels from the U.K. to India, and she had to say bye to her son, who lives in London. After landing, the passenger gave her contact to the flight attendant and the flight attendant visits her home and made the great connection beyond the passenger-flight attendant relationship.
At the beginning of the video, it says that this video is made based on the true story. I think this story is a good one to reach the British Airways’ target audience in several ways. First, the aviation industry is in very critical time and a lot of airlines in the world are suffering. After 9/11, all American carriers experienced times under Chapter 11, and other airlines also experienced the financial crisis during the post 9/11 and 2008 Financial Crisis period. From the middle of the 2000s, the rise of the Middle Eastern airlines with strong financial powers from their oil supplies had changed a whole aviation industry. Airlines such as Emirates, Etihad, and Qatar promote their products and fanciness of their investments on their products through advertisements. Under this situation, it’s almost impossible for other airlines to appeal to customers by taking advantages of their products due to the financial difficulties.
British Airline emphasized their flight attendants’ warmness of their hearts, instead of just mentioning their products such as the flat bed in business class.
Storytelling method is not too obvious to customers and it is easier way to attract customers to accept what they are selling and providing instead of seeing their advertisement with critical lenses.