Air France is hoping to appeal to millennials with a groovy new branding and marketing campaign for Joon, its new low cost, long-haul airline.
Joon, the launch of which was announced today, is being promoted by a spot that heavily features the brand's electric-blue branding, and doesn't let on until the end that it's actually an airline. At first glance it looks more like an ad for, say, H&M. What's more, before we learn that Joon in fact flies, we learn that it's a "fashion designer," a "rooftop bar," a "personal assistant," and an entertainment channel." That's all set to a backdrop of dancers dressed in the sportswear-influenced new staff uniform, performing some sleek moves to a soundtrack by electro pop group Blanche Palace.
Joon's identity has been designed by Brandimage and the ad campaign is by BETC. Jeremy Charbit at Rita Films directed the launch spot, and marketing will also include a social media campaign that will be gradually unveiled throughout the year, featuring "influencers" who embody the spirit of the brand at each of its five European destinations -- Barcelona, Berlin, Lisbon, Paris and Porto.
Joon is expected to compete with brands such as Norwegian and will target younger travelers with features such as free on-board Wifi and USB charging points at each seat. As well as flying to Europe, it will add Fortaleza, Brazil and the Seychelles as destinations before the end of March 2018.
Caroline Fontaine, global brand VP at Air France, says in a statement: "We wanted to create a direct, friendly and authentic brand. The choice of this electric blue immediately illustrates this strong identity. All these elements, this innovative spirit, are portrayed in a film that introduces Joon's brand territory. It depicts two flights attendants representing the fun spirit of the 'Joon, also an airline' experience. "