Title | EARN QANTAS POINTS WALKIN' LIKE CHRISTOPHER WALKEN |
Brand | QANTAS |
Product / Service | QANTAS ASSURE HEALTH INSURANCE |
Category | A06. Use of Talent |
Entrant | WITH COLLECTIVE Sydney, AUSTRALIA |
Idea Creation | WITH COLLECTIVE Sydney, AUSTRALIA |
Production | FINCH Sydney, AUSTRALIA |
Contributing | SEAN IZZARD PHOTOGRAPHY Enmore, AUSTRALIA |
Name | Company | Position |
---|---|---|
Nicole Hetherington | WiTH Collective | Associate Creative Director |
Simon Fowler | WiTH Collective | Associate Creative Director |
Justin Hind | WiTH Collective | Co-Founder and CEO |
Steve Coll | WiTH Collective | Chief Creative Officer |
Adam Parsons | WiTH Collective | Client Services Director |
Laura Glendinning | WiTH Collective | Account Director |
Kristie Beattie | WiTH Collective | Account Manager |
Strategically we identified that our product had to have mass appeal. It couldn’t be the health insurance for super-athletes. In reality we were going to reward people for movement. And the most basic movement people make daily, is walking. So to literally demonstrate how we would be rewarding people for walking, we enlisted Academy Award-winning actor Christopher Walken to show Australians how to ‘Earn Qantas Points walk’n, like Christopher Walken’. Through our development of a series of different films we showed how Walken could earn points walk’n, run’n, box’n, climb’n, garden’n, score’n and dance’n. Our audience could then simply decide how they’d earn their points through the type of activity they do every day. This was supported by a still shoot showing Walken in four ‘hero’ activities: walk’n, run’n, dance’n and garden’n. Our campaign ran across TV, cinema, outdoor, press, social media, apps, targeted display and email.
We started with a soft launch in November 2015, to get people excited that a new type of insurance was on the way. This included an announcement made by Qantas CEO Alan Joyce and QFF CEO Lesley Grant. Our creative went live on 4th April 2016, starting with: • Airport placements (In terminal and aerobridge) across Sydney, Melbourne, Brisbane, Perth and Canberra • Digital display and social • PR and press • TV and cinema • Email
• Our creative reached over 13,000,000 people • We exceeded our first quarter targets by 213% within the first week • We achieved a CPA 45% lower than planned and 65% lower than the industry average After just one week we recorded enough steps taken by members to circumnavigate the globe more than once – and all with a fraction of the traditional media spend of our competitors!
We showed how an Oscar winner helped one new brand perform far above expectations. In a well-established market of typical insurance messages and like-for-like products, we needed to be disruptive, creating something shareable. We needed to cut through the clutter and drive earned media to ensure we were noticed. Our insight: most people will use this product to earn points for everyday activities like walking, not extreme athletic sports. To demonstrate how we would be rewarding people for walking, we enlisted Academy Award-winning actor Christopher Walken to show Australians how to ‘Earn Qantas Points walk’n’.
We used advanced data profiling techniques from a combination of dynamic primary and secondary data sources to profile and segment our 11.7m Frequent Flyer member base into three segments. We then gave each segment a propensity score and conversion probability. Our segments were: • Comfortable families: focussed on getting value from their insurer • Young professionals: attracted to new technology and innovation • QFF enthusiasts: responsive to the prospect of earning Qantas Points Each of these segments had its own communication and media plan, paid social media strategy, and contact lifecycle journey to engage and then convert into paid customers.