Qantas Frequent Flyer gets members thinking 'Why not?' in new campaign via BWM Dentsu

Screen Shot 2017-09-04 at 7.52.20 am.jpgQantas Frequent Flyer has launched a new campaign, developed in partnership with BWM Dentsu Sydney, to encourage its 11.8 million members to be spontaneous and ask 'Why Not?' use their Qantas Points to do something they've always dreamed of and treat themselves or a loved one.

The 'Why Not?' campaign showcases the unique rewards and benefits that can be unlocked as a member of the Qantas Frequent Flyer program. Through real member stories, the campaign shows how easy it is to earn points across a variety everyday activities, and then use them for something special like that first upgrade to Business, a getaway with a loved one that's long overdue or extending a work trip to make it a holiday.

VIEW THE SEA LIONS SPOT
VIEW THE EXTENDED WORK TRIP SPOT
VIEW THE TREAT YOURSELF SPOT
Extended Work Trip_OOHlr.jpgThe campaign tells the stories of three real Qantas Frequent Flyer members and how they used their Qantas Points to create special memories: George treats himself to his first Business upgrade on Sea Lions_OOHlr.jpgthe way home after a successful business trip in Tokyo; Kari surprises her husband Jay with a spontaneous glamping weekend in Uluru booked with her points after a work trip hampers their camping weekend plans; and Nadim flies his daughter Sienna to Port Lincoln to swim with her favourite animal, sea lions.

The campaign is soundtracked by the familiar Randy Newman song 'Feels Like Home' which features in Qantas' Feels Like Home campaigns.

As part of the campaign, members are being encouraged to earn points in a new category (such as shopping, food and wine, and insurance and wellness) to go in a draw to win two tickets on a Constellation Journeys Around-the-World private Qantas B747 charter flight.

The six-week 'Why Not?' campaign is live from today on TV, outdoor, in airport terminals, digital, social media and Qantas-owned channels including: eDMs, inflight entertainment, the inflight magazine and qantas.com and qantaspoints.com.

The 'Why Not?' campaign coincides with the 30th anniversary of the Qantas Frequent Flyer program. The 30th anniversary campaign has been running in Qantas terminals, on the back of boarding passes, outdoor and in Qantas Frequent Flyer member communications. An exclusive event was recently held for tiered members who have been part of the program since its launch.

During the past 30 years, Qantas Frequent Flyer has added more than 270 partners to the program including major retail players and financial services providers giving members the change to earn Qantas Points on their credit card spend. New partners include HOYTS, Jaguar Land Rover and Samsung.

Says Stephanie Tully, chief marketing officer, Qantas: "With nearly 12 million members and having just turned 30, the Qantas Frequent Flyer program is well-known but not everyone knows about the breadth of the program. The 'Why Not?' campaign is about showing people how easy it is to earn and use points and the benefits and recognition that come when you fly with us frequently, like access to our renowned lounges and upgrades.

"We know people have a strong emotional connection with Qantas when they fly and we want to remind them of the value of being a Qantas Frequent Flyer member too. Earning Qantas Points can unlock a whole range of benefits and opportunities and help members reach their next reward faster. We want to encourage members to use their points to ask 'Why Not?' indulge in something special, whether that's a dream holiday or a once-in-a- lifetime experience closer to home."

Says Asheen Naidu, executive creative director at BWM Denstu, Sydney: "We uncovered the insight that when you pay for something with points, it's different. Points are a different type of currency - one that gives people permission to do the things we wouldn't normally do with our own money. So we created a campaign that championed the freedom Qantas Points gives people."

Creative Agency: BWM Dentsu Sydney
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Creative Directors: Jon Foye & Denny Handlin
Design: Eeuwout Baart
Managing Director: Alex Carr
Executive Planning Director: Karl Bates
Senior Planner: Caitlin Schuch
Head of Onscreen: Margot Fitzpatrick
Head of Production: Simon Holdaway
Client Services Director: Brent Kerby

Account Director: Bonnie Ledsam

Production Company: Collider
Director: Rob Stanton-Cook
Executive Producer: Rachael Ford-Davies
Producer: Annie Schutt
DOP: Kieran Fowler
Editor: James Ashbolt, ARC
Grade & Online: White Chocolate
Music & Audio Post: Song Zu
Publishing: Universal Music Publishing
Song: "Feels Like Home" Instrumental Composer: Randy Newman
Photographer: Cory White - The Kitchen Creative Management
Retouching: Cream Studios

5 Comments

Ummm... said:

Building your entire campaign around asking your customers to think of a reason not to use your product.

Why not?

Feels like... said:

...acting, to me.

Truebadour said:

It smells like cheese to me.

It smells like cheese to me.

It smells like I'm all the way back in Award School.

producer said:

These are nicely put together.

I'm a frequent flyer, and they work on me.

Where's with? said:

I thought With was doing Qantas loyalty?
Looks like they're losing more than pitches and creative teams.

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