Qantas launches new Frequent Flyer spot and takes off with NASA’s Mars rover via Droga5
Qantas Frequent Flyer, via Droga5, has unveiled a new advertising campaign, featuring a life-size replica of NASA’s Mars rover “Curiosity”.
Qantas Frequent Flyer was given permission from NASA to use “Curiosity” as the star in its campaign, which is based around encouraging members to explore all the ways to get the best out of the Qantas Frequent Flyer program.
The multi-platform campaign will begin screening across Australian commercial television channels from Sunday 16 June, along with digital and print advertisements, social media and outdoor.
The concept was created by Qantas Frequent Flyer’s creative agency Droga5 with the 350 kilogram motorised replica built by Yippee Ki-Yah in Sydney.
CEO Qantas Loyalty, Lesley Grant said the 7ft tall, sedan sized rover was the perfect vehicle to further engage members.
Says Grant: “Curiosity is the ultimate explorer and she is a truly engaging character. We are delighted to have her as the star of our new campaign.
“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. In other words, the program isn’t just about flying.”
Sudeep Gohil, CEO Droga5 said securing the use of Curiosity from NASA had been a creative coup.
Says Gohil: “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.
“Her globally recognised role as the as the bold exploratory Mars rover means she is the ideal character for a campaign based around discovery, especially for a brand that is as contemporary as Qantas Frequent Flyer.
The campaign was shot in Sydney’s CBD and in outback Australia, with the TVC featuring the voice of legendary Australian actor, Jack Thompson.
Says Thompson: “I found all the elements of this campaign attractive. The whole concept of the Qantas Frequent Flyer Journey, the iconic music and the clever use of the NASA Mars Rover. It was an easy decision for me to lend my voice, to help tell the story.”
The Curiosity campaign will run for six weeks and the replica “Curiosity” will be used on a national tour including roving in airport terminals, Qantas lounges and shopping centres. The tour starts in Brisbane before moving to Sydney, Melbourne, Adelaide and Perth.
22 Comments
terrible – zero humanity
weird for weirds sake
Didn’t they also do that amazing other spot that’s on air – that terrible one with the food set out as a map of the world??
Great idea with the rover, but the edit’s average..
Nice idea, but the edit is average
Funny how you don’t see the PR launches of the other Qantas work like that terrible spot that has food laid out like a map of the world..
all that for a reference to ‘if you’re curious to discover more…’?
oh dear.
Droga really have come off the boil, haven’t they.
uuuuuum…. Ill watch it again, see if it grows on me.
definitely not one for mr rogers reel
Could have been really interesting but ends up being just a gimmick. Most people wouldn’t even know the rover’s called Curiosity (I thought it was Explorer), so the pun’s wasted
Droga 5: That’s the Mars Rover called ‘Curiosity!’
95% of Australia: That’s WALL-E!
LOL
When were they ever ‘on the boil’?
All fart no poo.
It’s a little too far up its own arse to make sense.
That is identical to an idea we nearly made for Telstra as a brand spot this year, except we had a loveable WALL-E character. The other agencies on the roster all saw the work, including Monkeys and Droga. Rather than create their own idea they just took ours and slapped a different logo on it !! That’s what you get for being open and sharing ideas then..
It seems that regardless of which agency Qantas use over the generations or which generation of Qantas marketing people is involved, Qantas produces essentially the same sort of middle-of-the-road advertising, complete with bland music track and pompous, waffling voice-over (yes, noticed it’s Jack Thompson, but so what?). On the positive side, that represents a consistent brand image – if you’d call a bland brand image desirable.
“Her globally recognised role as the as the bold exploratory Mars rover ”
since when are Qantas “contemporary”?
It’s a nice idea.. the execution is average.. and there is just something missing.
a bit hollow.
Droga5 people regularly say they cop a bad rep because of tall poppy syndrome. But in reality, there’s no poppy to cut down here. Just the poppy they’re smoking to think this is worth PRing.
It’s shite, and you should be big enough to accept that.
All of Droga’s ads need a massive press release to explain what the hell is going on. Except the Woolworth’s pea. That one’s pretty self-explanatory.
The director was?
Director and production company was?
@ John: ‘but the edit’s average..’
This pithy criticism from who? Oh, someone who works in an industry where 30″ is all it takes to ram product down our throats.
You wouldn’t know an edit if it steped on your toes at the Film Festival. Oh, that’s right, you’ve never been to a film festival, have you?
Please put your Ray Bans on, run your hand pensively across your beard & go lie down in a corner somewhere – preferably nowhere near my edit room.
Made by MOG – Droga 5:
http://vimeo.com/65992210
Dortmund Concert Milk – Jung von Matt:
http://www.youtube.com/watch?v=hQTF8c2zyU8