POINTS DESTINATION

TitlePOINTS DESTINATION
BrandQANTAS FREQUENT FLYER
Product / ServiceAIRLINE
CategoryB01. Use of Digital in a Promotional Campaign
EntrantWITH COLLECTIVE Sydney, AUSTRALIA
Entrant Company WITH COLLECTIVE Sydney, AUSTRALIA
Advertising Agency WITH COLLECTIVE Sydney, AUSTRALIA

Credits

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

Brief Explanation

Qantas Frequent Flyer (QFF) identified a section of their members who had 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 personal goal of a trip they would love to take with a friend or loved one. Members could explore Qantas destinations and calculate the points they needed to get there - with whoever they wanted to take. And everyone who set a goal went into the draw to win one million Qantas Points.

The Brief

The brief was to re-engage a section of QFF members who rarely flew and weren’t engaged with earning points. The strategy was born from the insight that 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. Unlike other rewards programs, Qantas Points can be used for flights to visit loved ones or take a holiday – creating a lasting, personal memory. So we encouraged members to set their own ‘Points Destination’.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The campaign launched with two emotional videos showing how real members used points to take a trip with family or loved ones. The videos were distributed via Qantas’ facebook page, and emailed to the entire QFF database. Members were asked to set their ‘Points Destination’. And through a bespoke API, connecting to the QFF database, they could see their points balance, and how many more they needed to reach their personal ‘Points Destination’. Members could then share their ‘Points Destination’ via Facebook and Twitter, with the social amplification resulting in further organic reach. Once set, they were sent tips on how they could earn more points to get closer to their ‘Points Destination’. The promotion successfully managed to link an emotional response with the more functional notion of a reward point. It gave QFF the license to deal in human connections and beautiful holiday memories that were deeply personal.