NZ's Briefing - Bravo!

A year ago during the 2011 Aviation Leadership Forum in Vancouver, the topic on "how to attract passengers pay attention to inflight safety demonstrations" was brought up at my discussion table.  In my opinion, abnormal demonstration is the key to catching attention, even if it takes away a slight bit of aboslute professionalism.  Why do inflight safety demonstration always have to be a standard, straightforward, "talk" and "show"?  There are lots of great ones out there, mind you, and Air New Zealand (NZ) always oustands among the greatest ones.  To me, this version is so far, the most perfect, most attention grabbing version, even if you have absolutely no idea what the Hobbit or The Lord of the Ring is about.  

NZ's 773ER Safety Demonstration - Lord of the Ring Version 

Espeically like starting 02:33, when it starts to lose attention half way through, the sudden lightening and black-out grabs it back!  Good signal for more attention!

Has it taken away professionalism?  Yes, but does it makes want to you watch and gives you clear and concise messages ... yes, indeed!  Isn't that the whole purpose of inflight safety demonstrations?  I mean, what is the point of making it so professional, so perfectly ironed and tailored uniforms, well groomed and postured, plus a warm smile and mind-releasing background music throughout the whole video?  Do passengers care?  Would they rather look at the inflight magazines or out the window, or chat?  Yes!  The whole point is to send the right "safety message" to all passengers so that if an emergency happens, they will have a general idea of what to do.  Of course, no one can memorize all the procedures; it is more to create a photographic memory of the overall big picture. 

Another airline that has really brought the attention of the passengers is Cebu Pacific.  Though there had been debates over its' "hot/sexy dancing safety demonstration" being overly distracting male or female passengers, I believe that it has at least got the passengers to all "look up".  Have you ever seen so many passengers around you look up for a safety demonstration?  I mean, ususally, regardless if the video is attractive, I am alwanys one of the very few who would actually have the safety instruction card in front of me, follow through the demonstration, and look at where the flight attendants are pointing to the emergency exits.      
  

Cebu Pacific Air's Safety Demonstration - Female Dancer Version

Regardless if the passengers are truly paying attention to the safety procedures, at least they are looking up. 
I'm sure there will be some sort of picture memory left in their mind.


 Cebu Pacific Air's Safety Demonstration - All Male Dancer Version

Pretty sure this little girl is looking, and even if it is an all guy crew, all passengers were looking!  The debate about passengers being attracted by "hot girls dancing" may not be so strong afterall ...  

 

Of course, the "effectiveness" of these dancing videos is still debatable.  The details of the safety procedures are definitely not delivered clearly and concisely.  The life jacket, for example, I'm pretty sure most passengers would have missed how to function the life jacket; the dance movement and shaky body made it hard to pay attention to where to blow and pull.  

I did mention about getting the big picture, but these are some details that make it so important for the big picture.  The video below of Air Tran's evacuation training drill is an excellent example of why you should know "the drill" before it really happens ... 

 Air Tran Cabin Fire & Water Ditching Drill

Please especially start looking from time frame 02:55.  Do you think this would be a good time to "start" figuring out where to go and how to get your life jacket working?  Better prepare yourself is the way to go ...

Overall, I think that many air carriers have tried to make it more attention cataching, but I believe NZ has been developing great ones, in fact, extremely effective ones.  While some carriers continue to use the traditional "professional" style, I believe it would definitely serve as proactive actions under SMS (Safety Management System) to find ways to attract passengers to pay attention to inflight safety demonstrations ... in the case of an emergency!  

Screenshot of NZ's Safety Briefing