"Curiosity" the key to next QFF campaign

[markis10]

Qantas has been given permission by NASA to use its Mars Rover ‘Curiosity’ in a new campaign for its Frequent Flyer program.
A replica of the car-sized rover will feature in television, outdoor, social media and digital advertising from next month in a campaign designed to encourage over 9 million Frequent Flyer members to discover the full potential of the program.
CEO of Qantas Loyalty, Lesley Grant, said Curiosity was chosen because she symbolises the spirit of exploration – including a clear link to travel.
“The Frequent Flyer program is vast, particularly in terms of all the different ways to earn and use points,” said Ms Grant.
“Curiosity was the perfect choice as a way to engage our members in a discussion. She carries the simple message that there are lots of parts of the Frequent Flyer program and a bit of exploring will help make the most of them.
“We are thrilled that NASA has given us permission to make the association with their Mars Rover for the campaign and to build a motorised replica,” added Ms Grant.
Qantas has developed the campaign with its creative agency, Droga5. The campaign was shot in outback Australia and in Sydney’s CBD, with Curiosity driving through the shops of several program partners as well as airports.
Scheduled to run in the near future, the campaign will highlight existing and new parts of the program, including the recently-announced Qantas Cash – a pre-paid function on new Qantas Frequent Flyer member card that enables members to transfer money onto the card and use it for shopping at over 35 million locations.
Latest figures show that redemptions by Frequent Flyer members rose by 7.8 per cent in March compared to the same time last year.

http://www.qantasnewsroom.com.au/me...sas-mars-rover-in-new-frequent-flyer-campaign

 

[Red Roo]

Qantas has been given permission by NASA to use its Mars Rover ‘Curiosity’ in a new campaign for its Frequent Flyer program.
A replica of the car-sized rover will feature in television, outdoor, social media and digital advertising from next month in a campaign designed to encourage over 9 million Frequent Flyer members to discover the full potential of the program.
CEO of Qantas Loyalty, Lesley Grant, said Curiosity was chosen because she symbolises the spirit of exploration – including a clear link to travel.
“The Frequent Flyer program is vast, particularly in terms of all the different ways to earn and use points,” said Ms Grant.
“Curiosity was the perfect choice as a way to engage our members in a discussion. She carries the simple message that there are lots of parts of the Frequent Flyer program and a bit of exploring will help make the most of them.
“We are thrilled that NASA has given us permission to make the association with their Mars Rover for the campaign and to build a motorised replica,” added Ms Grant.
Qantas has developed the campaign with its creative agency, Droga5. The campaign was shot in outback Australia and in Sydney’s CBD, with Curiosity driving through the shops of several program partners as well as airports.
Scheduled to run in the near future, the campaign will highlight existing and new parts of the program, including the recently-announced Qantas Cash – a pre-paid function on new Qantas Frequent Flyer member card that enables members to transfer money onto the card and use it for shopping at over 35 million locations.
Latest figures show that redemptions by Frequent Flyer members rose by 7.8 per cent in March compared to the same time last year.

Qantas casts NASA's Mars Rover in new Frequent Flyer campaign

Looking forward to sharing more with you soon, and also hearing your thoughts.

 

[simongr]

Latest figures show that redemptions by Frequent Flyer members rose by 7.8 per cent in March compared to the same time last year.

I am sure this was purely due to the quality of the program and not due to the massive increase in available award seats in march due to the tie up with EK

I like the idea and further shows what I have seen in QF over the past year or so - an ambition to be seen to be great again - we had years of stagnation and what seemed to be a lack of vision (backed up by a lot of hot air) and now they seem to want to be doing well.

 

[RooFlyer]

Its a domestic campaign (or mostly - targeting QFFers), correct?

Shot in the outback and Sydney CBD?

I'd be "curious" if Qantas and its pony tailed advertising crew had the "curiosity" or even the "imagination" to go beyond the hackneyed clichés and the bleeding obvious.

Outback and Sydney CBD. Good grief.

[/advertising-related grumpiness]

 

[simongr]

I would almost suspect that the outback and SYD CBD might indicate a global campaign. Like it or not SYD and the outback are the face of Australia internationally.

 

[RooFlyer]

Described as a program to get people to explore the FF program. May well be released globally (although a bit silly to spend advertising $$ in places with relatively few FF members), but I dare say the vast majority of QFFers are living in Australia.

Yes, they will be driving the Curiosity rover through 'Partner' shops etc, but I venture to say that these shops exist outside the Sydney CBD.

I just thought it ironic, that a campaign for people to be 'curious' and to explore parts of the QFF program they may not have used before, that the advertising gurus couldn't bring themselves to use the obvious analogy of setting the advertisements in "places you may not have been before - (but STILL have Partner shops!)".

 

[samh004]

Hope Curiosity discovers a 747 on the red planet (LRE Founders Museum)

 

[darklight]

How many SC do you get for going to Mars?

 

[samh004]

How many SC do you get for going to Mars?

I actually thought you'd be more likely to get to Space with the Virgin group of airlines & Virgin Galactic

 

[dk4]

Interesting positioning - Qantas needs to piggy back on the NASA brand to explore their own backyard, while Virgin is about to take passengers into space in its own space craft. Perfect lead in campaign from QF for a Virgin Australia / Virgin Galactic cross-over promotion methinks.

 

[simongr]

How many SC do you get for going to Mars?

Technically, despite a distance on average of 227,939,100 km, on a single flight number you would max out the SC earning table at 15,000KM earning 60/120/240/360 SCs!

 

[Flying Fox]

Technically, despite a distance on average of 227,939,100 km, on a single flight number you would max out the SC earning table at 15,000KM earning 60/120/240/360 SCs!

What a coughpy SC Run even with a DCS offer!

Thankfully you would get some good QFF Points in F as a WP!

 

[drewbles]

Its a domestic campaign (or mostly - targeting QFFers), correct?

Shot in the outback and Sydney CBD?

I'd be "curious" if Qantas and its pony tailed advertising crew had the "curiosity" or even the "imagination" to go beyond the hackneyed clichés and the bleeding obvious.

Outback and Sydney CBD. Good grief.

[/advertising-related grumpiness]

Not surprising seeing as QFi has forgotten where PER is

 

[samh004]

What a coughpy SC Run even with a DCS offer!

Thankfully you would get some good QFF Points in F as a WP!

The points would set you up for life, so who needs the SC's

 

[Happy Trails]

Not surprising seeing as QFi has forgotten where PER is

I understand that the agency's creative team did scout Perth as a potential location but it was closed when they went there.

(I lived there for 20 years so I'm allowed to say that)

 

[alieninperth]

Technically, despite a distance on average of 227,939,100 km, on a single flight number you would max out the SC earning table at 15,000KM earning 60/120/240/360 SCs!

What a redemption. to Mars in F for 192,000 points, compare that to VA and their rate to only go sub-orbital (25,000,000). The fuel fines might kill it though.

 

[RooFlyer]

Ah! I can see it now.

Sydney based Australian Cricket Captain (QF sponsor cross-over) Michael Clarke is astride the NASA 'Curiosity' Rover as it crawls aboard a Sydney Ferry (NSW Tourism sponsor cross-over). He/they are greeted by the captain, with Sydney Opera House and Sydney Harbour bridge in back-ground (more ditto).

"Hello Skipper"

"Hello Skipper"

"Did you buy your ticket with a Woolies EDR offer, thus earning 500 QFF points for this trip?"

"No, but I did get some UK Pounds via Travelex on my way here for the upcoming Ashes series. We're flying Emirates, you know."

"Huh? why not Qantas?"

" Well the team decided that since Qantas has given up advertising actual flying on its airline, and is now just advertising its points scheme, since that's where they make their profits, we thought we may as well go with the strength."

"Thanks Skipper."

"Thanks Skipper."

 

[drewbles]

I understand that the agency's creative team did scout Perth as a potential location but it was closed when they went there.

(I lived there for 20 years so I'm allowed to say that)

I lived there for close on 22, so I can say it too

 

[alieninperth]

I live here now, and until a few years ago I would agree. Now there is activity until at least 6.30 on a Friday night and even until 6 on a Sunday!!!!!!

A hive of activity

 

[whatmeworry]

Perhaps they can send the Mars Rover out to find what has happened to QFi...