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  • SUB CATEGORY :
    BEST USE OF ONLINE
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • TITLE :
    PASSPORT TAKE OFF
  • BRAND :
    QANTAS
  • ADVERTISER :
    QANTAS
  • AGENCY :
    BWM DENTSU, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE
  • EXECUTIVE CREATIVE DIRECTOR :
    ASHEEN NAIDU
  • COPYWRITER :
    OSKAR WESTERDAL
  • ART DIRECTOR :
    RENÉ SCHULTZ
  • ACCOUNT DIRECTOR :
    BRENT KERBY/BONNIE LEDSAM
  • ACCOUNT MANAGER :
    CHRIS MURPHY
  • STRATEGIC PLANNING MANAGER :
    CAITLIN SCHUCH
  • AGENCY PRODUCER :
    EMMA DURLACHER
  • FILM PRODUCTION COMPANY :
    INFINITY SQUARED, SYDNEY
  • DIRECTOR :
    MELVIN J MONTALBAN
  • EXECUTIVE PRODUCER :
    CATHY RECHICHI
  • FILM PRODUCER :
    CAROLINE DAVID
  • SOUND PRODUCTION COMPANY :
    RUMBLE STUDIOS, SYDNEY
  • SOUND DESIGNER :
    CAM MILNE
  • SOUND STUDIO PRODUCER :
    MICHAEL GIE
  • THE BRIEF :
    QANTAS IS AUSTRALIA’S NATIONAL CARRIER AND IS SEEN IN AUSTRALIA AS A BRAND LEADER, A PREMIUM AUSTRALIAN ICON THAT EMBODIES THE ‘SPIRIT OF AUSTRALIA’. BUT WITHIN NORTH AMERICA, QANTAS IS A LESSER KNOWN PROPOSITION COMPETING WITH A RANGE OF AIRLINES FOR FLIGHTS ACROSS THE PACIFIC INCLUDING ALL THE MAJOR U.S. CARRIERS. OUR BRIEF WAS TO RAISE AWARENESS AND CONSIDERATION OF QANTAS AMONGST AMERICANS WHO DREAM OF A HOLIDAY IN AUSTRALIA
  • THE STRATEGY :
    STUDIES SHOW THAT AUSTRALIA IS AT THE TOP OF AMERICANS’ BUCKET LIST. BUT DESPITE BEING AUSTRALIA’S NATIONAL CARRIER, QANTAS WAS LOSING ITS POSITION AS AMERICANS’ GO-TO AIRLINE FOR THE TRIP.
    BY ANALYSING DATA FROM THE U.S. STATE DEPARTMENT, WE FOUND A KEY LOCAL INSIGHT THAT NO ONE IN THE TRAVEL BUSINESS WAS TALKING ABOUT: THERE ARE LESS THAN 135 MILLION VALID U.S. PASSPORTS IN CIRCULATION, WHICH MEANS THAT 3 OUT OF 5 AMERICANS DON’T HAVE ONE. SO IN ORDER TO HELP MORE AMERICANS TRAVEL TO AUSTRALIA WITH QANTAS, WE GAVE THEM A FREE PASSPORT.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WITH ‘THE PASSPORT TAKE-OFF’ QANTAS INVITED AMERICANS TO GET THEMSELVES A PASSPORT “ON US”. THROUGH EDMS, SOCIAL MEDIA VIDEOS AND TARGETED DIGITAL DISPLAY BANNERS WE ENCOURAGED AMERICANS TO FOLLOW A CALL TO ACTION TO QANTAS.COM AND ENTER
    A PROMO CODE TO GET THE FULL COST OF A NEW U.S. PASSPORT TAKEN OFF THEIR TICKET. THE CAMPAIGN RAN FROM OCTOBER 19TH TO NOVEMBER 28TH 2017.
  • THE RESULT :
    OUR CAMPAIGN QUICKLY MADE HEADLINES ACROSS LOCAL AND INTERNATIONAL MEDIA INCLUDING FORBES, MASHABLE, DAILY MAIL, ESQUIRE, MSN, YAHOO, DER STANDARD AND INTERNATIONAL BUSINESS TIMES, REACHING AN AUDIENCE OF 225 MILLION PEOPLE THROUGH EARNED PR ALONE. 17.4 MILLION TWITTER IMPRESSIONS WERE GENERATED IN 4 WEEKS, REACHING 9.5 MILLION UNIQUE USERS. IN JUST 10 DAYS, QANTAS.COM RECEIVED OVER 20% OF ITS TOTAL ANNUAL WEBSITE TRAFFIC.
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