Jetstar celebrates 10th birthday with ultimate game of ‘pass the parcel’ via The Royals
The Royals has produced an emotive party game for client Jetstar to help the airline celebrate its recent tenth birthday.
The resultant video captured Jetstar cabin crew playing the ultimate game of pass the parcel, delivering surprise domestic and international flights to unsuspecting members of the public in Melbourne, Tokyo, the Gold Coast and Queenstown.
The Royals worked with Jetstar’s marketing team to develop the game and it was supported with a social media strategy to encourage participation and followers.
The pass the parcel adventure began when the Jetstar Facebook community was asked whom they thought most deserved a free flight. After hundreds of comments, the most popular response was a hard-working nurse and so an unwitting nurse taking a break opposite the Alfred Hospital Melbourne triggered the gift-giving chain.
The Jetstar cabin crew presented her with a wrapped orange box containing a free flight voucher and she was asked to set a challenge to whom she would like to pass the parcel onto next.
Throughout the journey, Jetstar was challenged to track down a myriad of characters from a man in a leather jacket, a mother pushing a pram, someone with a big smile as well as a family. Whatever the challenge, Jetstar found them and passed the parcel once more.
Lucky recipients received flights to locations including Bali and Honolulu and their reactions were all caught on film to produce the end video to share with Jetstar’s online community as part of its birthday.
The Royals creative director, Nick Cummins, said it was a remarkable project to produce.
Says Cummins: “Being part of Jetstar’s 10th birthday celebrations gave us one of those rare overwhelmingly positive communication experiences. Seeing the reactions’ from people was incredible, I might even have cried.”
Jetstar head of marketing and PR, Liz McCarthy, said the team was delighted to give back to the communities that have been responsible for the airline’s first decade of success.
Says McCarthy: “We wanted to do something special to celebrate our 10 years, engaging with our social media followers and really connecting with the different communities who have supported Jetstar in our journey so far.
“The Royals came up with the great concept of global game of ‘pass the parcel’, which we felt was fun, emotive and what we are all about – making travel accessible to the masses.
“The concept and game resonated strongly with our social media community and we were thrilled to give the gift of travel to unsuspecting people across three continents.”
20 Comments
The video is too long, but it’s a nice idea.
nice idea. Video a bit shit.
Really nice social idea. It’s a side of Jetstar you don’t see enough of.
Nice warm idea. Video was way too long. It would have been nicer to see destinations where flying is still financially challenging. Like places like Vietnam, Cambodia, then edit the video to each country that the next person visited ie a sydneysider goes to Hcmc next they pass to someone who flies to Singapore to someone who flies to Japan. It would have added unity to the inter country connection of Jetstar. Yeah idea nice, execution lacklustre.
Actually like this. Well done.
Really … that whole campaign generated 3,448 views? I see that avocado ad on TV once and I”m doing the little dance every time I open an avocado – if I didn’t see this Jetstar campaign on Campaign Brief – I doubt it would have ever reached me. I still think a well made TVC is going to get better reach and more bang for $$$ spent.
Oh pass the parcel. I cant wait to pass mine. It would be a great adventure
Merry Christmas
Pass the parcel more like pass the sickbag. Merry Christmas
If that’s a free flight to Bali can I just keep the box..?
Merry Christmas..x
Some things are unexpected.. Merry Christmas!!
Mama always said “Life is like a box of chocolates. You never know what you’re going to get.” Let’s hope that parcel wasn’t full of the kind of chocolate that comes from kangaroos with diarrhea!
P.S. Merry Christmas! : )
“Pass the parcel is so lame and out of date and so is this campaign!”- “What’s next removing chairs from the aeroplane so somebody’s left standing?” Merry Christmas.
Boring, i was asleep before it began, why do this man, wake up, seriously!! merry christmas
the first image looks suspect, it looks like the man is hiding part of himself in the orange box
merry xmas
I agree with Paul, the first imagine depicts a man who should probably be investigated.
Who’s idea was it to build the campaign around the most juvenile party game, way to be sophisticated! Merry Christmas.
Why wouldn’t you help someone who needs it, like a homeless person? Merry Christmas
I bet there were some people that were looking at that package and the person who had it and was saying to themselves not today, this person must be crazy! Merry Christmas!
If I was selected, I would pass the parcel to someone driving a Ferrari. Rich people deserve a break sometimes (not that they need it). Merry Christmas!
Hmmm. In this day and age, do you really think that approaching strangers with a large, suspicious package is a good idea?!?!? Merry Christmas!