Silverjet vs BA commercial
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The Silver Lining
Seems the ad department uses a good sense of humour to convey their messages.....It's probably only if you play the 2 ads close together that you pick up the subtleties of the message....that while BA helped 24 million people "get together", with Silverjet it was only for a "select few"....and.....the wink at the end seals the deal....so to speak...
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'Look at us, we're almost doing on a small scale what BA started doing 20 years ago. We've even stolen their ad idea to tell you about it'.
Marketing a premium brand is a skill which, when done well, walks the line between confidence and unfounded arrogance.
The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton.
They should at least be able to walk the walk before being so bold.
In my opinion.
Marketing a premium brand is a skill which, when done well, walks the line between confidence and unfounded arrogance.
The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton.
They should at least be able to walk the walk before being so bold.
In my opinion.
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I don't buy from people who "innovate" in their ads. Often I feel they have wasted a lot of money which could have gone into making the product cheaper. Advertising is important, but over expensive advertising is not.
If a brand I know has an overpaid celeb fronting their campaign, I often stop using the product, or won't buy if it I don't use it, as it means I am being overcharged such that the celeb can walk away with loads of dosh - similar to harrogate not going to picture loans.
Taking inflation into account is pointless, it the actual "adjusted cost" that is relevant, or the "real terms" amount of money.
Ryanair and Easyjet don't innovate in their ads, they just use tried and tested means. The problem with BA is that they continually used to try to innovate and missed the public on the street. The ads might look good, but they were ineffective. Really effective marketing is what Ryanair and Easyjet do, and BA is just beginning to catch onto. Sponsor a radio show, put ads up on the underground and get to the point - mention the name of the brand a lot and get people's attention.
The problem with old BA ads is that they never used the name enough. The modern ads on the radio and telly are much better and incidentally cost less than the huge amount Saatchi and Saatchi used to take.
The squeaky earring advert on the telly a few years ago was great, but I can't remember the brand of the car. A few years ago I watched the new BA advert three times before I realised it was a BA advert. That was innovative, but it wasn't effective.
If a brand I know has an overpaid celeb fronting their campaign, I often stop using the product, or won't buy if it I don't use it, as it means I am being overcharged such that the celeb can walk away with loads of dosh - similar to harrogate not going to picture loans.
Taking inflation into account is pointless, it the actual "adjusted cost" that is relevant, or the "real terms" amount of money.
Ryanair and Easyjet don't innovate in their ads, they just use tried and tested means. The problem with BA is that they continually used to try to innovate and missed the public on the street. The ads might look good, but they were ineffective. Really effective marketing is what Ryanair and Easyjet do, and BA is just beginning to catch onto. Sponsor a radio show, put ads up on the underground and get to the point - mention the name of the brand a lot and get people's attention.
The problem with old BA ads is that they never used the name enough. The modern ads on the radio and telly are much better and incidentally cost less than the huge amount Saatchi and Saatchi used to take.
The squeaky earring advert on the telly a few years ago was great, but I can't remember the brand of the car. A few years ago I watched the new BA advert three times before I realised it was a BA advert. That was innovative, but it wasn't effective.
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The silverjet ad isn't an idea at all .... it's just a rip off of a far better ad screened 18 years ago when it had good visual impact.
It's just a poor quality dig, with no thought or imagination , and i if i was silverjet PR , i'd ask for my money back.
It's like a new girl band of 16 yr olds releasing a cover version of a 80s madonna single - not much hard work or innovation to that then is there ?
Go to this page on their site where you'll see lots of people holding their hands in the air . . . .
http://www.flysilverjet.com/our-team.aspx
Person number 6 is Martyn Bridger, Ex BA, as stated -(as are the Chairman and Finance Director)- This is the man that introduced the new low pay contract to BA cabin crew in 1997, resulting in industrial action which saw him leave soon thereafter .......
If this is their way of showing their fondness for memories of their aviation inspiring time at BA, then i'll leave you to make your minds up for yourself
It's just a poor quality dig, with no thought or imagination , and i if i was silverjet PR , i'd ask for my money back.
It's like a new girl band of 16 yr olds releasing a cover version of a 80s madonna single - not much hard work or innovation to that then is there ?
Go to this page on their site where you'll see lots of people holding their hands in the air . . . .
http://www.flysilverjet.com/our-team.aspx
Person number 6 is Martyn Bridger, Ex BA, as stated -(as are the Chairman and Finance Director)- This is the man that introduced the new low pay contract to BA cabin crew in 1997, resulting in industrial action which saw him leave soon thereafter .......
If this is their way of showing their fondness for memories of their aviation inspiring time at BA, then i'll leave you to make your minds up for yourself
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It doesn't matter whether its original or not, its got us talking about Silverjet and so it works.
Most BA ads pass by without so much as a mention.
The deeper meaning is lost on most people, they don't know who Martyn Bridger is, nor do they care.
Most BA ads pass by without so much as a mention.
The deeper meaning is lost on most people, they don't know who Martyn Bridger is, nor do they care.
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Mr Jetstream
You've got just a few mis-conceptions there. Innovation does not mean expensive. More than often part of the innovation is because of the low cost.
It's like the bookmakers who latched onto the fact the beer mats were a great vehicle for advertising in the 90s. Straight to target, minimal outlay.
Premium brand marketing can't be achieved by beer mats, posters or sponsoring the odd radio show, the latter being too regional in this country. There's not enough national penetration by commercial radio in the UK - it's all regionalised. Local commercial radio is well off Silverjet's target demographic too. Well off.
Back to my original example, Honda don't throw celebrities at their adverts. Their ads are laden with the brand too, from graphic logos to badge shots and audio references. Believe it or not, they're not overly expensive either. They undeniably make their customers feel smart, though, and Honda has repositioned itself alongside the likes of BMW and Mercedes and away from Ford, Renault and Vauxhall.
Sainsbury's did the same in the 90s, until they got complacent. They told us that they were a cut above Tesco and Safeway and were more of a premium M&S-esque brand, despite knocking out the same own-label stuff as the others from the same supplier base. They knew their market and their customers lapped it up.
Silverjet have a job to do. All the big airlines do. The advertising agencies need to re-define the genre. Airline ads are in danger of becoming monotonous. Fluffy clouds, opera singers, aerial shots... it's all too samey. They're cliche and in too much of a comfort zone, in the same way perfume and after-shave ads fell into a comfort zone with their black and white slo-mo semi-naked models whispering senseless guff like 'chase the day' at the camera. Tired and old. Worked once, but not any more.
For a premium brand, there needs to be style while reinforcing the brand, yet all the while retaining an element of value for money. Silverjet need to tell us that what they've got feels the best, looks the best and delivers in terms of cost, comfort, efficiency and style instead of jumping on the back of advertising by a company that they are considerably inferior to, in terms of a large swathe of their offering: network coverage.
Personally, I'd have saved the bold swipes at BA until I was out of nappies and had developed some momentum through innovation.
Silverjet picking a fight with BA is like putting David Beckham in the ring with Frank Bruno. David's undeinably pretty and is good at free kicks, but his all-round game's not what it could be. Frank's got shakey legs and some issues up top these days, but you can bet your arse he'll still knock the crap out of Becks because he's ten times the size and has got the hooks, the jabs and the jaw, all be they not what they used to be and fading fast.
And to avoid confusion, I'm not saying that BAs marketing is 'all that'. The ad in question did the job at the time, but I don't really recall many BA ads since then. Getting people talking about the brand is only one thing, and the saying 'all press is good press' is a myth. Lots of people talk about Picture Loans. We're aware of who they are and lots of people talk about their ads. Doesn't mean they're good.
You've got just a few mis-conceptions there. Innovation does not mean expensive. More than often part of the innovation is because of the low cost.
It's like the bookmakers who latched onto the fact the beer mats were a great vehicle for advertising in the 90s. Straight to target, minimal outlay.
Premium brand marketing can't be achieved by beer mats, posters or sponsoring the odd radio show, the latter being too regional in this country. There's not enough national penetration by commercial radio in the UK - it's all regionalised. Local commercial radio is well off Silverjet's target demographic too. Well off.
Back to my original example, Honda don't throw celebrities at their adverts. Their ads are laden with the brand too, from graphic logos to badge shots and audio references. Believe it or not, they're not overly expensive either. They undeniably make their customers feel smart, though, and Honda has repositioned itself alongside the likes of BMW and Mercedes and away from Ford, Renault and Vauxhall.
Sainsbury's did the same in the 90s, until they got complacent. They told us that they were a cut above Tesco and Safeway and were more of a premium M&S-esque brand, despite knocking out the same own-label stuff as the others from the same supplier base. They knew their market and their customers lapped it up.
Silverjet have a job to do. All the big airlines do. The advertising agencies need to re-define the genre. Airline ads are in danger of becoming monotonous. Fluffy clouds, opera singers, aerial shots... it's all too samey. They're cliche and in too much of a comfort zone, in the same way perfume and after-shave ads fell into a comfort zone with their black and white slo-mo semi-naked models whispering senseless guff like 'chase the day' at the camera. Tired and old. Worked once, but not any more.
For a premium brand, there needs to be style while reinforcing the brand, yet all the while retaining an element of value for money. Silverjet need to tell us that what they've got feels the best, looks the best and delivers in terms of cost, comfort, efficiency and style instead of jumping on the back of advertising by a company that they are considerably inferior to, in terms of a large swathe of their offering: network coverage.
Personally, I'd have saved the bold swipes at BA until I was out of nappies and had developed some momentum through innovation.
Silverjet picking a fight with BA is like putting David Beckham in the ring with Frank Bruno. David's undeinably pretty and is good at free kicks, but his all-round game's not what it could be. Frank's got shakey legs and some issues up top these days, but you can bet your arse he'll still knock the crap out of Becks because he's ten times the size and has got the hooks, the jabs and the jaw, all be they not what they used to be and fading fast.
And to avoid confusion, I'm not saying that BAs marketing is 'all that'. The ad in question did the job at the time, but I don't really recall many BA ads since then. Getting people talking about the brand is only one thing, and the saying 'all press is good press' is a myth. Lots of people talk about Picture Loans. We're aware of who they are and lots of people talk about their ads. Doesn't mean they're good.
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The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton
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...but I don't really recall many BA ads since then.
I'm not saying innovation means cost - I really like some of the Honda ads, in fact I think they are excellent.
What I'm saying is that the "tired old format" often works. What Silverjet have done here is used a swipe at their competitor (old as the hills) and its got us talking.
I'm not saying its a great ad, nor am I saying its the way to do it, but I think its better than BA's advertising over the past few years (recent past excepted) and it doesn't need the "innovation" of spending a lot and getting something original.
The loco's in this country are great at advertising, but they use the same old techniques. Innovation doesn't mean good - but it can mean bad.
Basically, BA have spent a fortune on advertising over the years and as the quote above shows, it wasn't worth it. The loco's spend a lot less, innovate less and get a much better value for money than BA.
Silverjet don't need a basis of innovation, in the same way that the loco's didn't. At the moment they need a lot of people talking about their brand so that it becomes a recognisable name.
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With all due respect, their target audience don't give a **** about catchment areas and loads.
They want something convenient that offers frequency, reliability, value for money and comes with some whistles and bells, because the company's paying.
Mr Smith at Smith International Software Ltd in Euston thinks 'I need to get to downtown New York for a meeting on Friday. I want to arrive there fresh and on time and I'm prepared to pay a bit for that'.
He doesn't think 'After seeing the Silverjet ad, it's clear that they're the new BA. What's more, Luton airport has got one hell of a catchment area and word on the street is that Silverjet are showing some pretty impressive loads.'
As was mentioned before, people will take comfort from the fact that if a plane goes tits up, BA are far more likely to factor in an alternative.
Silverjet need to lay off writing cheques that they can't cash and tell us what they CAN do.
They want something convenient that offers frequency, reliability, value for money and comes with some whistles and bells, because the company's paying.
Mr Smith at Smith International Software Ltd in Euston thinks 'I need to get to downtown New York for a meeting on Friday. I want to arrive there fresh and on time and I'm prepared to pay a bit for that'.
He doesn't think 'After seeing the Silverjet ad, it's clear that they're the new BA. What's more, Luton airport has got one hell of a catchment area and word on the street is that Silverjet are showing some pretty impressive loads.'
As was mentioned before, people will take comfort from the fact that if a plane goes tits up, BA are far more likely to factor in an alternative.
Silverjet need to lay off writing cheques that they can't cash and tell us what they CAN do.
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Mr Jetstream
Put simply - if I wanted people to talk about my Silverjet, I'd do something remarkable and not knock out an ad that got people talking about Silverjet AND BA, especially when I know full well that what I've got isn't a scratch on what they've got in many critical areas.
I'd plough my own furrow and only when the momentum's there, a better network's in place and my reputation had grown (through my own advertising innovation and the customer experiences and word of mouth that invariably ensues, if I'm getting it right) would I start to poke the bullies in the eyes.
And I haven't said BA are innovative. Maybe they were once. Maybe this original ad was innovative, but maybe it wasn't. If it wasn't so great, why are Silverjet leaping on its back?
I'm saying Silverjet need to be innovative. They're small fry that are about to dive into a massive lake full of big fish. Picking a fight that they can't - not won't - can't win, is not the way to do it.
The small fry is best off hanging round the shallows and getting a bit fatter.
Put simply - if I wanted people to talk about my Silverjet, I'd do something remarkable and not knock out an ad that got people talking about Silverjet AND BA, especially when I know full well that what I've got isn't a scratch on what they've got in many critical areas.
I'd plough my own furrow and only when the momentum's there, a better network's in place and my reputation had grown (through my own advertising innovation and the customer experiences and word of mouth that invariably ensues, if I'm getting it right) would I start to poke the bullies in the eyes.
And I haven't said BA are innovative. Maybe they were once. Maybe this original ad was innovative, but maybe it wasn't. If it wasn't so great, why are Silverjet leaping on its back?
I'm saying Silverjet need to be innovative. They're small fry that are about to dive into a massive lake full of big fish. Picking a fight that they can't - not won't - can't win, is not the way to do it.
The small fry is best off hanging round the shallows and getting a bit fatter.
Last edited by harrogate; 5th Oct 2007 at 16:00.
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Again, who's calling BA innovative?
And anyway, they don't need to be, at least not with their advertising. Everybody - and I mean everybody - knows who they are and what they do.
BA are are at a massive advantage and they just need to be good at what they do. Fact is, they aren't as good as they used to be. Competitors like Silverjet can make ground on them, but they'll need to pull out all of the stops - innovation is only part of it - because they've got a hell of a lot of ground to make up.
Don't get me wrong here - I'm not a BA fan.
And anyway, they don't need to be, at least not with their advertising. Everybody - and I mean everybody - knows who they are and what they do.
BA are are at a massive advantage and they just need to be good at what they do. Fact is, they aren't as good as they used to be. Competitors like Silverjet can make ground on them, but they'll need to pull out all of the stops - innovation is only part of it - because they've got a hell of a lot of ground to make up.
Don't get me wrong here - I'm not a BA fan.
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harrogate - I know what you mean, but saying don't pick a fight with the big guy is what a lot of people said to Ryanair. Now don't think that I like them - I don't - but there is no denying they are successful. They picked a fight in a very competitive market and are basically winning. They innovated on their company culture, but not their advertising. There is a difference between innovating and differentiating. Silverjet differentiate. Just imagine BA are full, so the hapless exec flies Silverjet as he had a lat minute look there. Likes it, saves cash and hassle and decides to do it again instead of trying BA next time. What the he needs to know is where to look (or at least his travel agents do). If the name Silverjet is in his mind, then he might just look there and the business might change. That's what happened with the loco's - the business budget holders saw they could get a similar product (moving from A to B) for a lot less, and look where that has ended up.
In the same way as my friend wanted to go to Berlin, they didn't think to look at Air Berlin as they had never heard of them, but they did go straight to Easyjet and Ryanair. Even if Air Berlin had had an ad saying "fly to Berlin with Air Berlin" said by a man in lederhosen, it would have been a start and no need for innovation or ploughing of one's own furrow.
In the same way as my friend wanted to go to Berlin, they didn't think to look at Air Berlin as they had never heard of them, but they did go straight to Easyjet and Ryanair. Even if Air Berlin had had an ad saying "fly to Berlin with Air Berlin" said by a man in lederhosen, it would have been a start and no need for innovation or ploughing of one's own furrow.
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As someone above has already stated "it's got us talking about it, so it's working"..
With one plane/one route they achieved 80% load factor within 7 months. Added second plane at end of last month on the same route, so load factor dropped to 68%. Still not bad IMO.
They have announced new route to DUB from November, so growing steadily. I guess the ad is just a way to get visibility out there to a very new business.
I say good luck to them.
With one plane/one route they achieved 80% load factor within 7 months. Added second plane at end of last month on the same route, so load factor dropped to 68%. Still not bad IMO.
They have announced new route to DUB from November, so growing steadily. I guess the ad is just a way to get visibility out there to a very new business.
I say good luck to them.
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Jetstream
I hear your noise too - believe me I do (until very recently I knocked out ads for a prominent lo-co, including their first ever TV ads) - but the fact is that style and image are inextricably linked to any premium products. It's not as simple as marketing a budget brand.
The lo-co's innovate with their business models and they know they're getting it right, because they've all settled on a very similar formulas, but part of winning the battle in the premium market is looking good, as well as feeling good and making the costs sheets look good.
There are some really effective ways of innovating which tick all your boxes as a fledgling company, but sadly Silverjet have gone down the wrong road with their current line of advertising.
Basing their advertising push on their competitor's previous adverts is drawing as much attention to BA as it is Silverjet.
PS - I wish them luck too.
I hear your noise too - believe me I do (until very recently I knocked out ads for a prominent lo-co, including their first ever TV ads) - but the fact is that style and image are inextricably linked to any premium products. It's not as simple as marketing a budget brand.
The lo-co's innovate with their business models and they know they're getting it right, because they've all settled on a very similar formulas, but part of winning the battle in the premium market is looking good, as well as feeling good and making the costs sheets look good.
There are some really effective ways of innovating which tick all your boxes as a fledgling company, but sadly Silverjet have gone down the wrong road with their current line of advertising.
Basing their advertising push on their competitor's previous adverts is drawing as much attention to BA as it is Silverjet.
PS - I wish them luck too.
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Some of you have mentioned how LTN is not an airport you wish to use, basically saying rather LHR and BA to LTN and SJET.
How many of you have seen what SJET offer at LTN?
Their own terminal at LTN is spot on for their product. SJET pax can turn up check in and be on the a/c in 30 mins Hassle free, trying doing that through LHR, I think not
Plus the terminal at LTN offers amazing services, its like a BA club lounge but a terminal, high tech and spec, showetr and bathroom service to say the least.
Oh im not a SJET employee but you slate SJET at LTN maybe you should come and have a look.
How many of you have seen what SJET offer at LTN?
Their own terminal at LTN is spot on for their product. SJET pax can turn up check in and be on the a/c in 30 mins Hassle free, trying doing that through LHR, I think not
Plus the terminal at LTN offers amazing services, its like a BA club lounge but a terminal, high tech and spec, showetr and bathroom service to say the least.
Oh im not a SJET employee but you slate SJET at LTN maybe you should come and have a look.
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The above post is exactly what Silverjet should be talking about. In many ways, the re-hashed BA ad they've done is a failed attempt at doing just that.
Those elements above are stuff that their target audience needs to know and will get them new custom.
Build those elements into a nice looking, or dare I say even a striking ad package, and you're in business. Premium business.
Shout about your points of difference - even if they're things that your competitors do, but you're confident you do better - it's still a difference.
Your company's long-term aspirations don't mean a thing to your customers until they feel the benefits themselves. They're only interested in what you can do for them today.
Focus on what you've got in the here and now, not things you haven't got or stuff that you want to have in the future. You'll only disappoint or even offend if you choose to deceive.
Those elements above are stuff that their target audience needs to know and will get them new custom.
Build those elements into a nice looking, or dare I say even a striking ad package, and you're in business. Premium business.
Shout about your points of difference - even if they're things that your competitors do, but you're confident you do better - it's still a difference.
Your company's long-term aspirations don't mean a thing to your customers until they feel the benefits themselves. They're only interested in what you can do for them today.
Focus on what you've got in the here and now, not things you haven't got or stuff that you want to have in the future. You'll only disappoint or even offend if you choose to deceive.