benchmark report
airline marketing
qantas points with christopher walken QANTAS Qantas launched a new campaign to promote hear t health and its own brand extension / health insurance product: Qantas Assure. The campaign features Hollywood star Christopher Walken as official health ambassador, encouraging Qantas customers to get moving. The spot was the first produced for Qantas by agency With Collective. It is set in a theatre and star ts with the line ‘Here’s Christopher Walken,’ as the star walks on stage. From there, the ad involves a similar play on words, as Walken star ts “climben”, “box-en” and “dance-en”. It’s a lesser known fact that Walken trained as a dancer at the beginning of his career, so “dance-en” fits him quite well. Besides promoting the Qantas Assure health policy, the “Walken” campaign suppor ts a health and wellness initiative championed by Australia’s National Hear t Foundation. MAY 2016 ISSUE
The airline is encouraging par ticipation with special membership incentives, awarding program points to those members who meet set activity targets, which they can then conver t to flights or other rewards. A special Qantas Assure App links with wearables such as Fitbit, where customers’ steps could result in them getting up to 70,000 points a year, enough for a flight from Sydney to London. “We think the idea of earning points for being active will appeal to a lot of people,” said Qantas Loyalty CEO Lesley Grant. “When there are points up for grabs, members have told us they would take the stairs rather than the lift, park a few blocks away from the train station and do an extra lap of the park while walking the dog because they also know it is good for them.” Qantas’ “Walken” campaign is running on TV, cinema, airpor ts, outdoor ads, and online.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
