REVIEW:"Going beyond expectations" or "To fly to serve"?

Last month, British Airways launched its historical debut of "to fly to serve" advertising campaign to spearhead a new business atmosphere both from it internal employee and also to entice their passengers that they now will be serve in an improve manners if they fly via British Airways, the first ever campaign launched after ten years.

The campaign executed by appointed agency,Bartle Bogle Hergarty (BBH) celebrate a flashback of serving British Airways pilots and crews from 1919 to present time, it also features various historical planes that serve British Airways throughout the era.

Although the campaign lookslike British Airways best campaign so far, personally for me it shall be execute in better ways with better copywritings and yeah voice over talent. With lowtone VO

flowery script that end up like just another bedtime story, without proper pacing or effective punchline that able to engage emotional elements that might turn into action(of people booking their airticket via BA).

I remember the similar campaign which successfully has play with the psychological elements in its marketing strategy to hit the target audience, it was the first advertisement for "going beyond expectation" campaign launched by Malaysia Airlines in 2002 which was done by Leo Burnett Malaysia. The initial campaign focus on promoting malaysia airlines best award winning services (inflight food,cabin crew,inflight entertainment, on ground services etc) to the air travelers, in hope not only to rejuvenate MAS brand, but focus on one aim, to ensure viewers to choose malaysia airlines as their preferred airline.

Malaysia Airlines was known to have many award winning effective advertising campaign both local and oversea, in fact, they did launch a similar internal campaign in 2005 to entice its internal employee to serve "beyond the expectation" pretty much similar to British Airways "to fly to serve campaign in 2011.

The ad showcase Malaysia Airlines passenger testimonials from different parts of the world,and also testimonials from malaysia airlines employee from selected office overseas,who serve their best, inline with the "beyond expectation" motto. The copywriting were effective, very engaging hitting the right spots of every MAS employee in order to remind them, encourage them to serve their best, "beyond the expectation".

Now, after watching both advertisement from the two airliners,which airline has successfully come out with the most persuasive campaign,engaging enough to book your next plane ticket? :)