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You are
the reason we fly
Datalicious presentation October 4th
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TheBrandin2011AdifficultyearforQantas
Australianswerefeelinguncaredforbythebrand
Customerswereexpressingdissa;sfac;onacrosssocialchannelsThecountrysbiggestbrandwasmetwithabarrageofcri;cism
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TheBrandCampaignCoreCrea;veIdea:
Yourethereasonwefly
CreatedbyPublicisMojoDrivenbyadigitalstrategydevelopedbyAmnesiaRazorfish
Aim:
ErasethegapbetweenAustraliasairlineandthepeopleofAustraliaPungthepeoplebackinthecenterofeverythingwedo
FromSpiritofAustraliatoSpiritofAustralians
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TheCampaignStructureInvitePhase
LedbytheChangingthePlaneTVC
Customerswereinvitedtopar;cipateinthecampaignbyuploading
theirdetailsandaphototoappearintheTVCandpossiblygettheir
nameonaplane
Thiswasac;vatedthroughdigital
Microsite,MobileApp,OutdoorandSocialDuringtheinvitephasecustomerscouldbegintoseetheirphotosand
namesappearinginbanneradsanddigitaloutdoorplacements
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TheCampaignStructureLaunchPhase
LedbytheYourethereasonweflyTVC
AnewsoundtrackbyDanielJohnspromotedonYouTube
BackedbyAOCsponsorship
LeveragingLondonOlympics
ProvePhase
Digitalcampaigndriving91changesmadebyQantasasiden;fiedby
customersthroughsocialmediaandsurveys
Selectedcustomersnamespaintedontwoplanes
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TheBrandCampaign
Playtelevisionad
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TheDigitalStrategy
DirectandpersonalforeveryAustralian
ListeningtoandhelpingreconnectindividuallywiththeQantasbrand
ReachingthemonebyoneMakeAustraliansfeelthatQantasexistsjustforthem
anairlinebuiltbyAustralians,forAustralians
Mul;pledigitaltouchpoints(mobile,social,desktop,outdoor)
HailedbyQantasmarke;ngchief,LewisPullenasprobablythemost
mul;-channel,mul;-dimensionalcampaigneverlaunchedinAustralia
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Crea9vehighlights
QantasYou.comandtheQantasYoumobileapplica;on:
Australianssubmingtheirnameandpicture
featuredinnewQantastelevisioncommercial
resul;ngina25,000strongportraitmosaic
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Crea9vehighlights
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Crea9vehighlights
ThousandsofnameswrienontwoactualQantasplanes
91consumer-inspiredproductandservicechanges
communicatedviaoutdoorpostersandFacebook
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Crea9vehighlights
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Crea9vehighlights
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Howtopar9cipate
Playanima;on
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WorldFirsts
Par;cipa;ngcustomerswerere-targetedwithauniquepersonal
digitalbannerthatfeaturedtheirnameandportrait
Likewise,interac;vebillboardsrecognizedmobilesrunningthe
YOUapp,displayingnameandphotoongiantscreens
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Seeyouronlinead
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Highreachdisplaymediainvitedusers
totakepartinQantascampaign
UsersclickthroughtotheQantasYoumicrosite
uploadtheirnameandphoto
RichmediabannerssourcetheirdatafromtheQantasYouwebsite
cookiewithusersIDisreadandmatchedto
usersnameandphoto.Bothgetsentbackto
thebanner,crea;ngapersonalisedexperience.
Usingpublishersretarge;ngpixelsreachesmorepar;cipa;ngusersonvariousnetworks,increasingthe
impressionstoac;velyengagedusers.
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WecallitTotalRecallTotalRecallisoursystemofknowingexactlywhois
par;cipa;nginourcampaignsandtalkingtothemdirectly.
Ituniquelyiden;fiescustomersacrossmul;pletouchpointslikedisplaybanners,digitaloutdoorandmobile.
Thissystemgivesyourmessageshigherrelevanceand
strongcut-through.
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DigitalYOUBillboard
Playvideo
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Results
Aresoundingsuccess:
20,000entriesinthefirst24hours
57,000Qantascustomerssignedupinthefirst3weeks355,000uniquevisitorstowww.qantasyou.com
10millionpersonalbannerswereserved
245,000click-throughs
WeignitedtheSpiritofAustralians
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