I-American Airlines I-Wining-Wining "Siyazi ukuba Kutheni Uhamba" I-Brand-Brand
I-Amerika Airlines ifuna ukuba abahambi baqonde ukuba abayiyo iindiza eziza ku-2011 ngaphambi kokuba bafake i-aircraft entsha elingu-550 esibhakabhakeni. Izaziso ezisebekhulile zitshintshwa kwaye ziquka ezimbini iindibano ezi-770-300 ezintsha. Ukuqhubela lo myalezo kubathengi, ngokwe-Kantar Media, malunga neerandi ezingama-40 zichithe ngo-2012 kwiintengiso.
Ukufezekisa utshintsho lwezinto ezizenzekelayo ezihamba ngeenqwelo , ii-American Airlines zisebenze nge FutureBrand.
Kwaye i-ad agency ye-Mccann Worldgroup yenze i-TV yokuqala yeevenkile, kwindawo engama-60 yesiqulatho esithi Change is in air. Ushishino luyathandekayo, ilizwi elaseJon Hamm le-Mad Men udumo luphawu oluqinileyo. Ibha yecala apha yinto yokuba umlingisi uDon Draper, odlalwa nguJon Hamm, uye wahlala efuna umdlalo we-TV ukuphumelela i-akhawunti enkulu njenge-American Airlines. Kwakhona into ekhangayo kukuba uJon Hamm uhamba ngeenqanawa kwi-American Airlines.
Kodwa ziyi-visuals eziphoqa ababukeli ukuba babukele ukuthengisa, njengoko kufanelekile. Ikhamera zeekhamera kwaye zivale kwiqela elithile labantu abaphazamiseka kuyo yonke into abahlala kuyo ngexesha kwaye bajonge phezulu. Omnye emva komnye, umninimzi, umfana okhwela iqhwa kwisithuthi, umdlali webhola lebhola, umntu ehlambulula ibhishi lakhe lokubhukuda, kunye nekhanda elingalibalekiyo ngebhayisiki xa esibona i-aircraft entsha ye-American Airlines. - fly flyhead.
Ithimba leentengiso ze-American Airlines lizimisele ukubuyisela umonakalo wokuhamba emoyeni-kwaye kubonakala ngathi iphumelele ngolu hlobo loshishino lwabo lokuqala lwephulo, njengoko le vidiyo ivela kwi-FutureBrand ibonisa.
Igosa eliyiNtloko yeNtloko yehlabathi, uDaryl Lee kuthiwa watshela i- AdvertisingAge ukuba,
"Asinakuqaphela ukuba singena kwi-ndege kwaye sihamba naphina kwihlabathi nanini na ixesha esiyifunayo. Sasifuna ukuzisa loo nto."
Iphulo lesibhengezo liqala ngokugxininisa kakhulu ekwakheni ulwazi malunga nokujonga okutsha kwe logo. Ukususela kule siseko esinqabileyo, ukuhanjiswa kweempawu kuhanjiswa ukushicilelwa, idijithali, ithelevishini, imidiya yoluntu kunye nomgca omtsha wethegi.
I- AA eqhelekileyo isuke kwiphiko lomsila, uphawu oluye lwaba yi-American Airlines kusukela ngo-1968. Iipostiki ezintsha zeenqwelo zeenqwelo zomoya zinamandla ngakumbi kunanini ngaphambili kwaye zibubomvu , zimhlophe, ziluhlaza okwesibhakabhaka , zikhupha ifulegi yaseMerika . Injongo ye-American Airlines kukubonakalisela abantu, naphi na kwihlabathi ukuba iindiza zelizwe, ukuba le yindiza yaseMerika. Iingoma zobuzwe zisebenza ngamandla kwi-American Airlines, kwaye zibonakalisa njengokhozi ngaphakathi komgca obomvu obusibhakabhakeni ukwenzela uphawu olutsha lwezithuthi. I-American Airlines ikhetha ukungena kuyo nayiphi na imva ye-anti-American emotion ebonakalayo kumazwe asakhulayo nakwii-under-developed.
Eli phulo lokukhangisa aliyona yokuqala yeimfuno ze-American Airlines zokumaketha ukufumana kakuhle uluntu. Ngomhla ka-2004, i-American Airlines yaqalisa umkhankaso owaziwa ngokuba Siyazi ukuba Kutheni Uhamba .
I-ad debut yafumana iindleko ezininzi zehlabathi kunye nekhaya kunye namabhaso okudala, kuquka iNkundla ye-Cannes evela kwi-55 ye-Cannes International Festival Festival ngo-2008. I-Cannes ithathwa ngokuba yiyona nto inokukhuphisana kakhulu kwiintengiso kwihlabathi.
Ngo-2011, i-American Airlines yachitha i-$ 70 yezigidi kwiintengiso. Iqiniso eliba lunomdla ngakumbi xa ucinga ukuba uluhlu lwabapapashi abaphezulu beSizwe abaPhambili abakwi- Ad Age's Center Centre aluqukethe ii-airline enye. Ungaziqondi ukuba ziphi ezinye iiflaya ezizenzayo, ixesha lilungele ukuba i-American Airlines ibe noshintsho oluphawulekayo kunye nomyalezo onamandla owenza ukuba ubuye bube bhetele kunanini ngaphambili.
Iprojekthi yokupapasha yayiyi-harbinger yenguqu ye-American Airlines kwaye yagqiba ngokugqibeleleyo ubudlelwane nomnxeba oneminyaka engama-45 ubudala.
Abathengi phantse bahlala bebhikisha kwiimpawu ze- iconic - qwalasela i-Gap, i-FedEx, i- Starbucks , i- Coca-Cola kunye nezinto ezinjalo-kodwa abathengi ekugqibeleni, phantse bahlale beza. Oku kubaluleke kakhulu xa utshintsho ludlulileyo kwaye xa utshintsho olwenziweyo lulungiselela ngokutsha umatshini. Iinkampani ezifana ne-Starbucks kunye neCoca-Cola ziye zaba nezilungelelaniso ekubandakanyikeni abathengi kwangaphambili kwizicwangciso zokutshintshwa ukuze utshintsho lubonakaliswe ngenyameko kuluntu.