British Airways and the power of customer insights

http://www.yourclubworld.ba.com/

In the world of consumer and product marketing we all know the customer is the driver behind a products ultimate success or failure. The power of both word of mouth, good or bad, and customer insights are key to ensure a brand and product succeeds in the marketplace. British Airways understood that they needed to connect emotionally with their target audience when launching their new new Club World product in creating the “Club” feel. The interactive site brings customer insights to the user and aims on winning over the premium customer in the ever competitive airline industry, where premium fare paying customers are still key revenue drivers to the bottom line.

What better way to spread the word on luxury travel and comfort then by having your own customers speak to the product and why they like. Sure, the scenes have been staged, but they are believable nonetheless because it creates an emotional experience for the user. Each customer talks about what features they like in the new Club World cabin and which ones make the new product relevant to their needs and wants during business travel. Each scene is actually filmed on board the aircraft while in-flight, thus adding to realism of the experience.

And no, they don't use models, which gives the entire experience a human face with a dose of reality, I enjoyed the lack of make up. Well done BA! A truly exceptional experience in highlighting customer insights and the power they can hold for a product and brand.

Now I just wish I could afford the $7500 return airfare to London from Toronto!

On a side note, the TV spots on this page are great; finally BA and their London-based agency Bartle Bogle Hegarty (BBH) have brought back the familiar 'Lakme' by Leo Delibes tune - when I heard the spots play I knew this was a BA spot - the power of music and brand recognition - can have a powerful impact, whether in the offline or online space.