Silverjet vs BA commercial
Join Date: Mar 2007
Location: London
Posts: 15
Likes: 0
Received 0 Likes
on
0 Posts
Silverjet on BBC
Silverjet have got b**** that's for sure.
Here's the whole story on the Beeb:
http://news.bbc.co.uk/1/hi/magazine/7029726.stm
David and Goliath!
Here's the whole story on the Beeb:
http://news.bbc.co.uk/1/hi/magazine/7029726.stm
David and Goliath!
Join Date: Dec 2004
Location: london
Posts: 331
Likes: 0
Received 0 Likes
on
0 Posts
To me the point of the first advert was, BA had huge groups of people, whereas Silverjet, who are by nature more exclusive, with fewer pax, used just a few individuals. I thought it was pretty good.
As for worries from some about the lesbian suggestion, get with the programme. If middle eastern countries don't like modern democratic attitudes, not ruled by dictatorial (male dominated) superstitions, they can quite easily shut themselves off from the modern world. Nobody forces such people to fly to the UK or USA, so it can't be all bad.
Besides from a commercial point of view, it's a pretty smart move chasing the pink pound. BA sponsored London pride this year, United and American have been doing the same for many years. They know where the money is. Ask any major advertising agency, and they'll tell you the same.
Islamists can always choose to use a suitably islamic airline. It's called freedom of choice.
As for worries from some about the lesbian suggestion, get with the programme. If middle eastern countries don't like modern democratic attitudes, not ruled by dictatorial (male dominated) superstitions, they can quite easily shut themselves off from the modern world. Nobody forces such people to fly to the UK or USA, so it can't be all bad.
Besides from a commercial point of view, it's a pretty smart move chasing the pink pound. BA sponsored London pride this year, United and American have been doing the same for many years. They know where the money is. Ask any major advertising agency, and they'll tell you the same.
Islamists can always choose to use a suitably islamic airline. It's called freedom of choice.
Paxing All Over The World
It's got us talking about SilverJet - so it must be good.
No, because 97% of the posts are critical and I agree. I was astounded that a company trying to create a new market wants me to imagine that I am reclining in my big seat in the middle of a desert.
All the comments about ripping off the advert of your competitor are correct. This is a huge waste of money and an enormous own goal.
The comments about LTN are misplaced. I live closer to LTN than I do to any other 'London' airport, therefore it is my first choice. If I lived in Northmapton, say, then LTN is considerable more useful than the other London fields and I might even want to go from BHX. If I lived in Tonbridge Wells, then LGW would be of prime interest. It is that simple.
As to the lack of back up if the a/c goes tech, that is true but look at VS. They started with a single 741 and have done reasonably well, don't you think?
As to BA still keeping their fares high and not dropping them (one poster said this showed that SJet was not making an impact) - have you any idea how quickly the authorities would hammer them for doing that? After the big boys flattened Laker and nearly did so to Virgin Atlantic, you can be sure that cutting fares to get the customers back is not going to happen.
The toilet advert is bang on for a media savvy and media bored punter. It's funny and shows an innovative idea of the service.
BUT the one thing that these adverts fail to do is show me the product in DETAIL. Don't waste time with out of focus shots of numerous pax milling in a terminal - I know what that looks like! Show me the lounge (without wide angle lenses). Show me the seats and facilities in plain focus.
When a company starts doing adverts that are dreamy and floaty with ethereal music, it means that they have got so big that they don't know what to do. Look at the current crop of adverts from the big car manufacturers, they are morphing their cars into flowing water and snakes and other junk because they cannot think of anything new.
By the by, the BA/PanAmm for recruitment is sooooo unfunny. It just copies what comedians have been doing for 30 years. Another waste of money.
SJet has something new (as does Eos and Maxjet) but the two adverts (BA rip off and people in terminal) do ZERO to tell me about their product!!! What these adverts tell me is that the people they have recruited still think they are running a big company. Someone had better tell them the truth. It's fine to think grandiose thoughts but, if I were a shareholder of SJet (Y7), then I would be very worried and angry.
No, because 97% of the posts are critical and I agree. I was astounded that a company trying to create a new market wants me to imagine that I am reclining in my big seat in the middle of a desert.
All the comments about ripping off the advert of your competitor are correct. This is a huge waste of money and an enormous own goal.The comments about LTN are misplaced. I live closer to LTN than I do to any other 'London' airport, therefore it is my first choice. If I lived in Northmapton, say, then LTN is considerable more useful than the other London fields and I might even want to go from BHX. If I lived in Tonbridge Wells, then LGW would be of prime interest. It is that simple.
As to the lack of back up if the a/c goes tech, that is true but look at VS. They started with a single 741 and have done reasonably well, don't you think?
As to BA still keeping their fares high and not dropping them (one poster said this showed that SJet was not making an impact) - have you any idea how quickly the authorities would hammer them for doing that? After the big boys flattened Laker and nearly did so to Virgin Atlantic, you can be sure that cutting fares to get the customers back is not going to happen.
The toilet advert is bang on for a media savvy and media bored punter. It's funny and shows an innovative idea of the service.
BUT the one thing that these adverts fail to do is show me the product in DETAIL. Don't waste time with out of focus shots of numerous pax milling in a terminal - I know what that looks like! Show me the lounge (without wide angle lenses). Show me the seats and facilities in plain focus.
When a company starts doing adverts that are dreamy and floaty with ethereal music, it means that they have got so big that they don't know what to do. Look at the current crop of adverts from the big car manufacturers, they are morphing their cars into flowing water and snakes and other junk because they cannot think of anything new.
By the by, the BA/PanAmm for recruitment is sooooo unfunny. It just copies what comedians have been doing for 30 years. Another waste of money.
SJet has something new (as does Eos and Maxjet) but the two adverts (BA rip off and people in terminal) do ZERO to tell me about their product!!! What these adverts tell me is that the people they have recruited still think they are running a big company. Someone had better tell them the truth. It's fine to think grandiose thoughts but, if I were a shareholder of SJet (Y7), then I would be very worried and angry.
Join Date: Dec 2005
Location: Leeds
Posts: 702
Likes: 0
Received 0 Likes
on
0 Posts
Whatever Heathrow's reputation, it's obviously the natural choice for business travel from London.
If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that.
They need to tell us about their facilities and why business travellers should go out to Luton to fly with them. Show us what they've got, instead of wasting time with crap like the BA ad remake. It doesn't inform, interest or sell their brand/concept.
It's smarmy.
If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that.
They need to tell us about their facilities and why business travellers should go out to Luton to fly with them. Show us what they've got, instead of wasting time with crap like the BA ad remake. It doesn't inform, interest or sell their brand/concept.
It's smarmy.
Join Date: Jul 2005
Location: UK
Posts: 284
Likes: 0
Received 0 Likes
on
0 Posts
Whatever Heathrow's reputation, it's obviously the natural choice for business travel from London.
If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that
If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that
Unless you or your company can afford executive jet travel. The UK’s busiest airport for business jets is that “Chav” airport. Maybe people with money know best.
Join Date: Sep 2002
Location: Middlesesx
Posts: 2,075
Likes: 0
Received 0 Likes
on
0 Posts
As a person who has worked at the LHR s------e for 35 years I refute that is the choice of the business person it merely enjoys a monopoly on the main routes. Most business people I mix with hate the place and if LTN had more longhaul services many would move there. Both LTN / STN business flights should do very well when the change to T5 starts as there will be an element of chaos for the 1st year, there task is to retain these pax. P.S. At least the majority of LTN staff speak english which is not always the case at LHR.
Join Date: Dec 2005
Location: Leeds
Posts: 702
Likes: 0
Received 0 Likes
on
0 Posts
Forgive me Gents, but personal opinions on the state of Heathrow isn't really the point.
The point is that Heathrow is where the big airlines run most of their transatlantic and other business routes from presently and it's lodged in the national psyche as the transport hub of London.
It's not an argument about which airport is fit for purpose, it's more a statement of fact. Like you said - LHR monopolises the routes and that's not going to change a lot in the short-term, i.e. in Silverjet's 'make or break' period.
Ironically one of the biggest benefits Silverjet ccould potentially have, is if the other big airlines shifted more of their services to Luton or STN - that way they could fight on something of a level playing field and beat BA with their overall package on comparable terms.
But then, would the other airlines, like BA, f*ck things up so gloriously if they were running out of Luton? I sense maybe not.
It's a double-edged sword for Silverjet... If BA et al stay at Heathrow, then Silverjet could make an impression with their 'new' alternative, but will the business travelers migrate en masse to Luton off their own backs? Or will they plump to stay with what they know, safe (ish) in the knowledge that BA (in theory) could get them moving should an a/c go tits up, or offer them flexibility on departure times if their own plans alter?
If BA and the gang ship some of their offering out of LHR to LUT and STN, then it could be good news for Silverjet because they could steal some of BAs crowd, who were going out to Luton anyway. But like I said before - BA might be slick from LTN, and they could just chuck some cash at it in the short-term (say, 6-18 months), which would be enough to squeeze Silverjet until they go pop. If BA move to LTN, STN or elsewhere, then they would invariably have fancy new facilities of their own... they would have to!
The big worry has to be, though, that a business traveler might only suffer a bad experience with Silverjet once and once only. What will happen if the Silverjet plane goes balls up? With all the best intentions in the world, and eternally looking for a better alternative to BA, one mis-hap with Silverjet and the delays that ensue might be enough to force a previously dis-gruntled BA convert back to BA, simply because of the volume they offer, or because the airport the operate from (i.e. Heathrow) offers more transatlantic alternatives.
Then there's BAs benefits/loyalty packages, which the bean counters at Mr Bloggs' company would need to be convinced to leave behind.
The point is that Heathrow is where the big airlines run most of their transatlantic and other business routes from presently and it's lodged in the national psyche as the transport hub of London.
It's not an argument about which airport is fit for purpose, it's more a statement of fact. Like you said - LHR monopolises the routes and that's not going to change a lot in the short-term, i.e. in Silverjet's 'make or break' period.
Ironically one of the biggest benefits Silverjet ccould potentially have, is if the other big airlines shifted more of their services to Luton or STN - that way they could fight on something of a level playing field and beat BA with their overall package on comparable terms.
But then, would the other airlines, like BA, f*ck things up so gloriously if they were running out of Luton? I sense maybe not.
It's a double-edged sword for Silverjet... If BA et al stay at Heathrow, then Silverjet could make an impression with their 'new' alternative, but will the business travelers migrate en masse to Luton off their own backs? Or will they plump to stay with what they know, safe (ish) in the knowledge that BA (in theory) could get them moving should an a/c go tits up, or offer them flexibility on departure times if their own plans alter?
If BA and the gang ship some of their offering out of LHR to LUT and STN, then it could be good news for Silverjet because they could steal some of BAs crowd, who were going out to Luton anyway. But like I said before - BA might be slick from LTN, and they could just chuck some cash at it in the short-term (say, 6-18 months), which would be enough to squeeze Silverjet until they go pop. If BA move to LTN, STN or elsewhere, then they would invariably have fancy new facilities of their own... they would have to!
The big worry has to be, though, that a business traveler might only suffer a bad experience with Silverjet once and once only. What will happen if the Silverjet plane goes balls up? With all the best intentions in the world, and eternally looking for a better alternative to BA, one mis-hap with Silverjet and the delays that ensue might be enough to force a previously dis-gruntled BA convert back to BA, simply because of the volume they offer, or because the airport the operate from (i.e. Heathrow) offers more transatlantic alternatives.
Then there's BAs benefits/loyalty packages, which the bean counters at Mr Bloggs' company would need to be convinced to leave behind.
Paxing All Over The World
Firstly BA are never going to move to LTN! Currently, they are reducing the number of bases and there has been much speculation that they want of LGW. Further, if they wanted to move to LTN, do you wanna know how quickly the competition authorities would say NO? Since BA already have previous in killing off competition and are currently in trouble about fuel surcharges ...
Currently, they are reducing the number of bases and there has been much speculation that they want of LGW. Further, if they wanted to move to LTN, do you wanna know how quickly the competition authorities would say NO? Since BA already have previous in killing off competition and are currently in trouble about fuel surcharges ...
Join Date: Sep 2002
Location: Middlesesx
Posts: 2,075
Likes: 0
Received 0 Likes
on
0 Posts
Harrogate; You put forward a very well thought out and practical view. Clearly you are not in airline management (complement). BA will not move away from LHR and it is more likely to reduce even futher it's lonhaul services from LGW. This process has already started and with the proposed start up of BA exec services from mainland Europe in April 08 it will have more than enough on its mind to resolve. From the pax prospective I hope that Silverjet et al survive and increase their routes and frequencys.
Join Date: Dec 2005
Location: Leeds
Posts: 702
Likes: 0
Received 0 Likes
on
0 Posts
No. You're right. I'm ex-marketing for a lo-co, for my sins.
I'm being hypothetical. LTN, Gatwick, STN - wherever. I'm merely talking about shifting away from LHR.
Back to the plot, though... it's more than just a scrap between Silverjet and BA, as is noted above.
And the fact is that Silverjet shouldn't be picking a fight with BA with their current offering - better airport or not.
As someone said perfectly a few posts ago - it's a case of big company management running a small company - a very, very small company - like a very, very big one. They're playing Tesco, when they should be playing Mr Patel.
Stay out of the fisticuffs for the time being and get good at what you do. Go down the Direct Marketing route, talk straight to your customers without fancy big adverts on TV. Make them feel special.
The daft BA rip-off advert gives credence to their competitor, when they shouldn't be giving them the time of day.
It reminds me of growing up in Leeds, and whenever Man Utd played Leeds, Leeds fans believed it was 'the big one' that all the eyes of the nation were trained on. For Man Utd, the 'big one' was with Man City, Liverpool or Arsenal. They get on with their game and walked away at the end of each season with the silverware, or at least miles above Leeds. Leeds allowed themselves to get caught up in the moment and literally took their eyes off the ball. It's about focussing your energy and resources on the season and not one game.
Silverjet need to not give BA the attention. As I've said time and again, Silverjet's advertising needs to be great on its own terms. Show us what you've got, because it's pretty good, in context. If they give us the goods in that context, then they might be onto something.
That advert has mis-fired. It's obvious what the intention was, but all it's done has played into BA's hands. Silverjet need to advertise on their own terms.
I'm being hypothetical. LTN, Gatwick, STN - wherever. I'm merely talking about shifting away from LHR.
Back to the plot, though... it's more than just a scrap between Silverjet and BA, as is noted above.
And the fact is that Silverjet shouldn't be picking a fight with BA with their current offering - better airport or not.
As someone said perfectly a few posts ago - it's a case of big company management running a small company - a very, very small company - like a very, very big one. They're playing Tesco, when they should be playing Mr Patel.
Stay out of the fisticuffs for the time being and get good at what you do. Go down the Direct Marketing route, talk straight to your customers without fancy big adverts on TV. Make them feel special.
The daft BA rip-off advert gives credence to their competitor, when they shouldn't be giving them the time of day.
It reminds me of growing up in Leeds, and whenever Man Utd played Leeds, Leeds fans believed it was 'the big one' that all the eyes of the nation were trained on. For Man Utd, the 'big one' was with Man City, Liverpool or Arsenal. They get on with their game and walked away at the end of each season with the silverware, or at least miles above Leeds. Leeds allowed themselves to get caught up in the moment and literally took their eyes off the ball. It's about focussing your energy and resources on the season and not one game.
Silverjet need to not give BA the attention. As I've said time and again, Silverjet's advertising needs to be great on its own terms. Show us what you've got, because it's pretty good, in context. If they give us the goods in that context, then they might be onto something.
That advert has mis-fired. It's obvious what the intention was, but all it's done has played into BA's hands. Silverjet need to advertise on their own terms.
Last edited by harrogate; 6th Oct 2007 at 11:43.
Join Date: Jan 2007
Location: STN
Posts: 258
Likes: 0
Received 0 Likes
on
0 Posts
I thought it was to artifarti and it coud have been an advert for
Dulux paint or anything for that matter.
It should have been nice and simple showing its own terminal, its cabin
and its aircraft paint job, along with the two routes it offers and price.
But no all you see is some people trying to look like a face, dancing to some old music in a dried up river.
I still dont know what the passenger cabin looks like or what its own
terminal is like, surely it would make more sence to show them instead.
Dulux paint or anything for that matter.
It should have been nice and simple showing its own terminal, its cabin
and its aircraft paint job, along with the two routes it offers and price.
But no all you see is some people trying to look like a face, dancing to some old music in a dried up river.
I still dont know what the passenger cabin looks like or what its own
terminal is like, surely it would make more sence to show them instead.
Join Date: Mar 2007
Location: London
Posts: 15
Likes: 0
Received 0 Likes
on
0 Posts
Hugh Hudson on the making of the Silverjet commercial
Here's director Hugh Hudson on the making of the commercial:
http://www.youtube.com/watch?v=8B1hewb6qr0
arty farty? deffo!
But I still think it's a cool idea.
http://www.youtube.com/watch?v=8B1hewb6qr0
arty farty? deffo!
But I still think it's a cool idea.
Join Date: Jan 2007
Location: STN
Posts: 258
Likes: 0
Received 0 Likes
on
0 Posts
They would have been better off with the M&S advert.
This is not just any Airport terminal, this is Silverjet own terminal.
This is not just any B767, this is Silverjet all business class B767.
This is not just any business class flight, this is Silverjets all business class fligh.
This is not just any jet this is Silverjet.
If anyone from Silverjet want to use this feel free, for a small fee
.
This is not just any Airport terminal, this is Silverjet own terminal.
This is not just any B767, this is Silverjet all business class B767.
This is not just any business class flight, this is Silverjets all business class fligh.
This is not just any jet this is Silverjet.
If anyone from Silverjet want to use this feel free, for a small fee
.
Last edited by DONTTELLTHEPAX; 14th Oct 2007 at 19:16. Reason: extra stuff
PPRuNe Handmaiden
I caught an early easyJet flight from AMS to LTN several months ago. The number of "suits" who then strolled over to the Silverjet terminal was very interesting.
Why hub out of LHR if you don't have to? I use LHR for positioning flights too often for my liking and it's dire. Too crowded, too congested, not enough staff. I am not questioning the safety of LHR, but the convenience.
If given a choice between Silverjet from LTN (20 min from my house) versus BA from LHR (esp T4).. Easy decision.
As for the add. Cheeky. Like it. Remember the first one and was impressed. Like the Silverjet one as it makes a very valid point. The catch phrase needs work but I am sure they'll sort it.
Why hub out of LHR if you don't have to? I use LHR for positioning flights too often for my liking and it's dire. Too crowded, too congested, not enough staff. I am not questioning the safety of LHR, but the convenience.
If given a choice between Silverjet from LTN (20 min from my house) versus BA from LHR (esp T4).. Easy decision.
As for the add. Cheeky. Like it. Remember the first one and was impressed. Like the Silverjet one as it makes a very valid point. The catch phrase needs work but I am sure they'll sort it.
Join Date: Dec 2005
Location: Leeds
Posts: 702
Likes: 0
Received 0 Likes
on
0 Posts
"This is not just any Airport terminal, this is Silverjet own terminal.
This is not just any B767, this is Silverjet all business class B767.
This is not just any business class flight, this is Silverjets all business class fligh.
This is not just any jet this is Silverjet."
What about a BA M&S ad?
This is not just any airport terminal, this is the UKs worst terminal.
This is not just any B747, it's a B747 with a Sri Lankan A340 extension.
This is not just any business class flight, it's a delayed business class flight.
This is not just any airline, it's a colluding, price-fixing airline.
This is not just any B767, this is Silverjet all business class B767.
This is not just any business class flight, this is Silverjets all business class fligh.
This is not just any jet this is Silverjet."
What about a BA M&S ad?
This is not just any airport terminal, this is the UKs worst terminal.
This is not just any B747, it's a B747 with a Sri Lankan A340 extension.
This is not just any business class flight, it's a delayed business class flight.
This is not just any airline, it's a colluding, price-fixing airline.
