The Campaign

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. We went out on channels including TV, cinema, outdoor, press, social media, apps, targeted display and email.

Execution

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 From April-May, paid outdoor ran, including in-transit such as bus shelters and train stations, large format billboards and consecutive street furniture. These were supported by an ongoing SEM spend, digital display retargeting, and email lifecycle for users who had dropped off the purchase funnel. We have recently done an end of financial year burst with refreshed creative to capture an Australian audience who would be in search of insurance products ahead of tax time.

Tier 1: 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! Tier 2: Our creative reached over 13,000,000 people. Tier 3: We exceeded our first quarter targets by 213% within the first week. Tier 3: We achieved a CPA 45% lower than planned and 65% lower than the industry average.

The Situation

While news of earning points for being active was newsworthy itself, we needed a sharable idea to make sense of the complex offering in mainstream media. That’s where Christopher Walken comes in – leveraging the popular meme of Christopher Walken / Dance’n / Run’n and bringing it to life to demonstrate the new way of earning points. The news was picked up around the world – with film fanatics, exercise fans and points junkies all talking about, and sharing the campaign.

The Strategy

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.