
0
member enquiries
Challenge
Our brief was to launch Qantas Assure into a highly cluttered market, where Qantas had no heritage and where the incumbents would outspend us 20:1.
We needed to break the traditional category conventions and gain attention in a unique way. In a well-established market of typical insurance messages and like-for-like products, we needed to be disruptive.
We had to show consumers that Qantas Assure is the only health insurer that rewards customers with QFF points, both for their loyalty and for being active every day.
Solution
Our approach needed to be something shareable that made the most of the newsworthy product, and launched in a way that created some earned media of its own. For our idea to attract a mass audience, we needed to ensure we attracted more than fitness freaks.
We had to demonstrate that Aussies could earn points in the simplest way. Walkin’.
We invited Oscar Award Winner Christopher Walken to demonstrate just how easy it is to earn points walk’n, run’n, box’n, and dance’n. Leveraging the star of one of the internet’s favourite memes and aligning his well-established, fun-loving spirit with that of Qantas’ – we utilised his last name to illustrate just how easy it is to earn Qantas Points for being active.
We launched with an integrated campaign that included online film, cinema, pre-rolls, in-flight entertainment, outdoor, print and banner ads. Qantas Assure was covered by every major news outlet and morning show – shared by sites that cover everything from travel and aviation to film and fitness.
Result
At the end of the campaign's first month, Qantas had received in excess of 200,000 member enquiries – 500% higher than anticipated in the program's first full year.
The campaign was also shortlisted for an Adfest 2017 Film Craft Award.
To learn more, visit the WiTH Collective website.
AriYoshi EEEEE
Esports terrestrial
Subway
SUBtember
Mountain Dew
Call of Duty: Fuel up for Battle
Footlocker
The Hunt
Moving Out
Original Game Development: The Chaotic Co-op Moving Simulator!
KFC Gaming Bucket
Connecting gaming to commerce
ViiV Healthcare: Delivering Unique Customer Journeys
Challenge
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed ...
Powerball Powerballad
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
BWM dentsu: If it’s not genuine, it could be from anywher...
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.
BWM dentsu: Remove the barrier – The Dylan Alcott Foundation
People with disability are twice as likely to be unemployed as their able-bodied counterparts. All because of a barrier we can’t see – the unconscious bias of employers.
BWM dentsu: Homeless Delivery - Deliveroo
95% of homeless Australians own mobile phones, but don’t have access to food.
We created a ‘Donation Tile’ in the Deliveroo app that allowed Homeless recipients to order free meals direct...
BWM dentsu: The Golden Nugget – Bowel Cancer Australia
Bowel cancer used to be an “old person’s” disease but it’s now the deadliest cancer among young Australians.
To get their attention and teach them the value of checking their poo, we crea...
BWM Dentsu: The Boxing Day Presale – Latitude Financial S...
Boxing Day is Australia’s biggest sales day. It’s also the busiest.
To launch Latitude’s new Low Rate Mastercard before Christmas, we helped customers beat the crowds by bringing Boxing D...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
Toyota
Transforming the role of retail
Kayo
Disrupting the sports consumer industry
TAB
Enhancing the buzz of playing the lottery online
Jetstar
Transforming the way people travel the world