Under the message, ‘You’re the Reason We Fly’, we created qantas.com/you and the QantasYOU mobile application.
After submitting their profile, customers were then re-targeted with a unique personal digital banner that featured their name and photo - a never before seen piece of individually targeted communication.
This idea continued with outdoor media by using our world first interactive billboards. Australians then had the chance to have their name written on the side of a Qantas A380 or B737 and their picture featured in the new Qantas television commercial as part of a 25,000 strong social profile mosaic which appeared in the final end frame.
To complete the turnaround and show that Qantas is listening and changing we are now rolling out 91 consumer inspired product and service changes, via Facebook, to reflect the 91 years Qantas has serviced Australia.
Results
· 10 million personalised banners served
· 311,000+ unique visitors to the Qantas You site (July-August)
· 300,000+ views of Invitation video
· 64,000 submissions of names and/or photos for inclusion in the campaign
· 36,000 opted into email
· 14% uplift in CTR when users re-targeted with personal banners
MY ROLE: Creative Direction, Art Direction