Title | POINTS DESTINATION |
Brand | QANTAS FREQUENT FLYER |
Product / Service | AIRLINE |
Category | B08. Digital Design |
Entrant | WITH COLLECTIVE Sydney, AUSTRALIA |
Entrant Company | WITH COLLECTIVE Sydney, AUSTRALIA |
Advertising Agency | WITH COLLECTIVE Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Justin Hind | WiTH Collective | Co-Founder and CEO |
Hally Lara | WiTH Collective | General Manager and Senior Strategist |
Paul Kelly | WiTH Collective | Head of Design and UX |
Som Meaden | WiTH Collective | Head of Development |
Adam Parsons | WiTH Collective | Account Director |
Bonnie Ryan | WiTH Collective | Senior Project Manager |
Brett Walsh | WiTH Collective | Senior Designer |
Drew Kenelly | WiTH Collective | Web Developer |
Josh Russell | WiTH Collective | Senior Front-end Developer |
Kristie Beattie | WiTH Collective | Account Manager |
Rich Brophy | WiTH Collective | Copywriter |
Laura Glendinning | WiTH Collective | Account Manager |
Jason West | WiTH Collective | Creative Services Manager |
Martin Nicholls | WiTH Collective | Copywriter |
Ryan Barker | WiTH Collective | Front-end Developer |
Indrek Paas | WiTH Collective | Front-end Developer |
Tarah Solijan | WiTH Collective | Front-end Developer |
Qantas Frequent Flyer identified a section of their members, who rarely flew or earned Qantas Points, and weren’t engaged with earning points across the breadth of the program. Our research lead to the insight that in order to build and retain loyalty, Qantas needed to communicate the earn potential that these members had within their everyday spending, build the value in the Qantas Point and drive an emotional connection to their brand and rewards Our brief was to re-engage these members to re-activate their points earning behaviour with purpose and get these members actively involved in the program.
Qantas Loyalty runs one of the country’s largest and most successful loyalty programs, Qantas Frequent Flyer (QFF). The program has 11 million+ members and an array of ways to earn points with Qantas and partners that can be redeemed in a multitude of ways from flights and upgrades to over 3,000 products from the Qantas Store.
We ran lean customer research and customer experience sessions, coupled with statistics and research provided by Qantas, in order to best understand our audience’s mindset. This uncovered the insight that Qantas needed to communicate the earn potential that these members had within their everyday spending and build the value in the Qantas Point. From this insight we conceived the ‘Qantas Points Destination’ site. The ambitious task of getting users to value their points emotionally, required a seamless and engaging experience that allowed users to learn and be inspired enough to want to work towards an aspirational holiday destination. The production process borrowed elements from Agile Methodologies, Lean UX and Design Thinking. These facilitated extensive stakeholder engagement and cross-agency collaboration to create a communications and channel plan framework, explore creative territories, business KPIs, personas and potential consumer interaction states. We took a mobile-first approach to create an experience that was easy to engage with, regardless of the device or context being used to complete it. Clickable medium-fidelity prototypes were created to validate and perfect user flows for informed design decision-making.
The campaign achieved its objective of creating an emotional connection between members and their points – fuelled by strong owned and earned support. • 45% member conversion • Almost 40% of goals achieved in the first 24 hours • More than 10% of members have achieved their goal • Exceeded goals objective by 28% • 99% of conversions from owned and earned media The business impact was so big, it’s now part of Qantas’ business as usual marketing activity.