Charles Allison's recent articles
British Airways' advert launch sees Facebook fans endorse the brand's traditional values
British Airways' exclusive advert launch suggests that Facebook fans are a more reliable audience for brands seeking to reaffirm their traditional brand values, than those attempting brand repositioning.
Yesterday, British Airways gave its Facebook fans an exclusive look at its new advert, before it aired on television later that day. The advert plays on values commonly associated with the airline, such as heritage, pride and trust. The page’s community manager asked consumers to “let us know what you think” and the reaction was overwhelmingly positive.
- Almost half of Facebook fans associate BA with traditional brand values: They think “BA has heritage and by the bucketload too” and that the advert makes them “proud of our national airline"
- In contrast under 10% of Pizza Hut fans associate the restaurant with new brand values: The vast majority express their “love” for the brand, but do not associate it with vintage or new age idea
- This suggests that Facebook fans are a better audience for brands looking to reiterate existing brand values, than those attempting brand repositioning
- Consumers frequently associate BA with its traditional brand values when discussing the new advert: Many are “proud” of the airlines “history” and “amazing heritage”