In 2014, airlines lifted the restriction preventing passengers from using their mobile devices during takeoff. Japanese Airline ANA found that the perfect opportunity to alleviate the anxiety of nervous passengers and created a mobile game designed to keep their minds off flying.
The "Takeoff Mode App", conceived out of Dentsu and Firstborn, distracts travelers with a puzzle game that requires them to maneuver a ball on the screen, while relaxing music plays in the background. The app can also read the ambient noise of the plane, which triggers a special animation to play when takeoff occurs -- to give them an extra bit of hand-holding.
Inspiration for the app came from a study commissioned by the ANA, which found that anxious flyers found takeoff to be the most stressful part of a plane ride.