Creative Execution

We launched via eDM, with links to a series of emotionally driven videos, using real member’s stories. The eDM encouraged members to nominate their personal ‘Points Destination’ goal – which was a trip or holiday with a nominated loved one. It was a mostly digital campaign, the video content built an emotional connection by showing members the types of experiences they could achieve with their Qantas Points. The associated site was built to personalise the user experience via a real-time bespoke API that connected – so users knew how many points they needed when exploring destinations online.

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.

Qantas Frequent Flyer identified a section of their members who had the potential to be more active in their program. They rarely flew and weren’t engaged with earning points across the breadth of the program. To build and retain loyalty with this segment, QFF 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. We created a digitally centric and personalised campaign that encouraged members to set their ‘Points Destination’ – a goal of a trip they would love to take with a friend or loved one. We also used a series of videos featuring real member stories, demonstrating the type of memories Qantas Points could help create. Members could explore Qantas destinations and calculate the points needed to get there - with whoever they wanted to take.