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?
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.
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.