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ANA Takeoff Mode

Taking your mind off takeoff with mobile technology

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How can ANA help anxious travelers feel a little more at ease?
  • Strategic Insight: 72% of people find air travel stressful. Puzzle games are one of the top ways they relax.
  • R&D: We experimented with advanced audio detection to identify the moment of takeoff.
  • Takeoff Detection: The app uses sound to detect takeoff, and the game responds in real time.
  • Physical & Digital: Immersive gameplay responds to your movements.
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Solution

The belief that harmony can be engineered extends into every facet of All Nippon Airway’s business—from their flagship lounges in Tokyo to the award winning in-flight dining. So when restrictions on mobile devices during takeoff and landing were lifted, we saw an opportunity to extend the brand’s “By Design” platform even further.

Research shows that nearly three out of four people feel anxious during air travel, and that puzzle games are one of the top ways they relax. To maximize the in-flight experience for ANA flyers, we created Takeoff Mode—the first app powered by takeoff.

The app is able to detect when a plane is taking off and actually responds in real time—blurring the lines between physical and digital environments. Immersive gameplay responds to users’ movements, and the soothing soundscape promotes relaxation.

With ANA’s Takeoff Mode, flying is more enjoyable and takeoff is more relaxing. Mobile devices are now clear for takeoff.

Press and Recognition

  • FWA

    Mobile of the Day
    View Awards
    View Awards
  • W3

    Silver Award Winner: Mobile Apps/Sites – Travel
    View Awards
    View Awards
  • Hate Flying? Japanese Airline ANA’s New Mobile Game Takes Your Mind Off Takeoff

    Read More
  • Airplane Takeoff App Soothes Fear of Flying

    Read More
Project Status
Launch Project
Related Tags
Mobile App

The belief that harmony can be engineered extends into every facet of All Nippon Airway’s business—from their flagship lounges in Tokyo to the award winning in-flight dining. So when restrictions on mobile devices during takeoff and landing were lifted, we saw an opportunity to extend the brand’s “By Design” platform even further.

Research shows that nearly three out of four people feel anxious during air travel, and that puzzle games are one of the top ways they relax. To maximize the in-flight experience for ANA flyers, we created Takeoff Mode—the first app powered by takeoff. The app is able to detect when a plane is taking off and actually responds in real time—blurring the lines between physical and digital environments. Immersive gameplay responds to users’ movements, and the soothing soundscape promotes relaxation.

With ANA’s Takeoff Mode, flying is more enjoyable and takeoff is more relaxing. Mobile devices are now clear for takeoff.

Project Status

Launch Project

Related Tags

  • Mobile App

Awards

  • FWA
    Mobile of the Day
  • W3
    Silver Award Winner: Mobile Apps/Sites – Travel

News

  • Hate Flying? Japanese Airline ANA’s New Mobile Game Takes Your Mind Off Takeoff
  • Airplane Takeoff App Soothes Fear of Flying
  • Hate Flying? Japanese Airline ANA’s New Mobile Game Takes Your Mind Off Takeoff
    Source December 12, 2014
    View Article
  • Airplane Takeoff App Soothes Fear of Flying
    Source January 8, 2015
    View Article
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