Title | POINTS DESTINATION |
Brand | QANTAS FREQUENT FLYER |
Product / Service | AIRLINE |
Category | B01. Use of Digital in a Promotional Campaign |
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 (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 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’.
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.
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.