I’m a millennial. Is Joon a sick joke?
Look at this new video just released earlier today–
It tells me nothing about price. Nothing about onboard product. Nothing about loyalty.
Perhaps this video will be better?
Nope.
So what exactly is Joon? Perhaps the website will shed answers?
Nope. There’s a bit of info, though. A healthy buy-on-board menu and streaming video. A handful of destinations in Europe.
So what is Joon? Even Wikipedia doesn’t help.
Oh, a press release! Thanks.
We started with our target customer segment, the millennials, to create this new brand that means something to them. Our brief was simple: to find a name to illustrate a positive state of mind. This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values.
-Caroline Fontaine, VP Brand at Air France
A new brand that means something to me?
Ok, but what will the new brand mean?
Joon is especially aimed at a young working clientele, the millennials (18 to 35 year-olds), whose lifestyles revolve around digital technology. This new brand has been entirely designed to meet their requirements and aspirations, with an authentic and connected o ering that stands out in the world of air transport.
Digital technology? That’s it?!
Oh, I know I’m being cynical, but I don’t get it. Why do airlines patronize millennial? I don’t speak for everyone, but I like an integrated loyalty program and I also like desks in hotel rooms…
Air France could have simply added streaming video, wi-fi and organic BOB to its (wait for it…) Air France fleet and made everyone happy, not just gullible millennials.
CONCLUSION
I’ve said before how much I love Air France’s traditional ad campaigns. This post is not meant to attack Air France, but merely to question the video above that was released today.
I’ll say it here, as clearly as I can: millennials care about getting from point A to point B as quickly, safely and cheaply as possible…just like everyone else. Gimmicks like streaming video, organic food, and wi-fi are appreciated, but we’re not so stupid as to choose an airline on that basis.
Joon, you’ve been warned.
I’m not a millennial, so I’m presumably not in the target audience, but these are some of the stupidest ads I’ve seen in a long. long time. In addition to telling me nothing substantive about the product, they don’t build any sense of anticipation or excitement about what the brand might represent. And given the pretty universal cynicism about the airline experience generally outside certain premium cabins, the idea of trying to make an airline seem cool is kinda futile in the first place. Finally, the production values are *horrible* — totally lame “choreography”, uninspired models, weird monochrome, the list goes on. I’d love to know how this crap was test-marketed.
100% agree.
Have you and Gary been brainstorming topics together? haha, similar articles today.
But yeah, this seems like corporate BS. None of this means anything. I am a millennial and I want what my parents want, an ontime flight, comfortable seat and general value (ok I want power outlets onboard too but i’m not choosing flights due to onboard power).
Also, I thought the main purpose of this airline was to give AF an excuse to get these flight attendants and pilots to fly for less money on different labor contracts. Whole Millennial BS was just a way to make it seem like a different airline to get it past the unions.
That’s an excellent point. IF this is to succeed, it has to be on cheap labor costs.
Mazda had “zoom, zoom” and sold billions of cars…
Air France has “Joon, Joon” and will fly billions of customers…
Take that to the bank! (copyrighted by TARP)
The business class description is hilarious. It’s so typical of intra-Euro flights. The seat width is the same. All that is done is that the middle seat is kept open. Even the description on the site shows that the only different between econ and business is the color of the flimsy paper like head cover.
http://crankyflier.com/2017/07/24/the-consultants-have-won-air-frances-new-airline-is-named-joon/
Brett Snyder summed it up when he said the consultants won. The advertising is certainly out there.
They can’t really advertise that they will do the same thing as their mother brand but with lower costs resulting in a lower price (even if that was true).
Face it, they’re not selling the steak, they’re selling the sizzle. If you’re not impressed by their advertising you’re not their target audience even if you are a Millennial.