Qantas has unveilled a new campaign intended to push the airline's frequent flyer program past the 10 million member mark.
Featuring a life-size replica of NASA’s Mars rover 'Curiosity' (the real machine is currently trundling around the red planet), the campaign is designed to showcase the many ways which members can earn points through avenues other than flying.
The first TV advertisements, shot in Sydney’s CBD and in outback Australia with a voice-over by legendary Australian actor Jack Thompson, will air this coming Sunday, June 16th.
Watch the new TV advert below:
Creating the advertisement was not without its challenges.
For the segments shot in Sydney's Qantas First Lounge, the 350kg replica of 'Curiosity' had to be disassembled in order to pass through airport security and then painstakingly reassembled on the floor of the lounge, with the process then repeated in order to get the motorised rover out of the airport.
The TV commercial will be followed by ads in digital, print and outdoor media.
"The campaign tagline 'For Every Journey' highlights that members have hundreds of opportunities to earn points across every day activities from going to the supermarket to going on holidays" explains Lesley Grant, CEO of Qantas Loyalty.
Sudeep Gohil, CEO of creative agency Droga5, said that securing the use of Curiosity from NASA had been a creative coup.
"Being able to use such a likeable and unique personality has made this campaign something really different. Curiosity moves, she makes eye contact and she communicates in a way that seems very human."
The campaign will run for six weeks, with the replica 'Curiosity' embarking on a national tour including roving through airport terminals, Qantas lounges and shopping centres.
The tour starts in Brisbane before moving to Sydney, Melbourne, Adelaide and Perth.
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