Amazing: How Westjet makes Christmas happen

Move aside Mastercard, this video is soon to replace your “priceless” campaign.

Watch it. Before you read further watch it now, it’s a long watch (6 minutes is huge for youtube videos) but it is definitely worth it.
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No, don’t look down if you haven’t watched it.. you will gain nothing from reading below until you fulfill that requisite. Go back now and watch it!

Okay, now that you’ve seen it- will you agree with me if I say: well done Westjet!

Not only have they pulled off the perfect recipe for a viral video: something we call “delight” in marketing, but they have linked it well with the holiday season and their brand.

Delight: a reaction from the customer of surprise after going above and beyond expectations.

Westjet delights their customers by giving them something completely over the top and unexpected, and we as viewers get to see pure elation and emotion on screen. Mirror neurons fire (this part of your brain which gives you empathy) and we feel exactly the same.

At the same time, we can relate. Getting that thing we really wanted? Other customers got it by flying Westjet. Maybe if we were on that flight.. hmm what would we wish for?

The connection is started because it is relevant: Christmas time- a time of joy and miracles, brought to life by an airline. It is supported also by continual branding at the perfect moments (when we are most excited, when we are most happy), making that crucial emotional link that Westjet is the experiential airline of happiness, miracles, and the holiday season.

Combined with rhyme, music, storyline, and a brilliant feel-good at the end? I did not just watch an advert. I watched Santa’s holiday message, and witnessed his cheer.

Well done Westjet. Profits are coming, you and all your marketing staff go enjoy your Christmas. 🙂

Acknowledgement: Like many of the ads I see, I must thank my friends who have introduced it to me. This one was sent from my very talented Psychologist/Criminologist girlfriend Choo Hong. Can’t ask for anything better for Christmas.

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