
0
Twitter impressions in four weeks
0
unique viewers
0
of Qantas' total annual website traffic in just 10 days
Challenge
Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. Our brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia.
The initial scope of the project was to create a standard banner campaign using existing assets only. However, recognising there was a bigger PR opportunity, we collaborated across Planning, Creative, Account Management, Production and with partner agency Haystac to redefine the brief and pitch an altogether different approach to Qantas.
Solution
By analysing data from the U.S. State Department, we found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one. So we decided to help more Americans travel to Australia with Qantas, by giving them a free passport.
'The Passport Take-Off' launched on Facebook and Twitter with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport "on us". All they had to do was book a flight to Australia at Qantas.com and enter a promo code to get the full cost of a new U.S. passport taken off their ticket.
Result
Our campaign reached over 11 million unique viewers through earned PR alone, with headlines across local and international media, including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times.
The campaign was supported by targeted digital banners, EDMs, social posts and PR.
Over 17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million users. And in just 10 days, Qantas.com received over 20% of its total annual website traffic.
Dentsu Red Star: Brewing up an outstanding, highly target...
Tiger Beer wanted to seize the opportunity to stay top of mind and boost affinity with consumers during this highly competitive time. The brand and its agency, Dentsu Red Star, decided to run a ...
Dentsu Creative Thailand: Song for the Future
The global entertainment industry generates 1,000,000 metric tons of carbon dioxide a year, as reported by The New York Times. Music is one of they key entertainment industries which caused this...
Dentsu Creative Thailand: Zero Pollution Zebra
According to Thai beliefs and many people who visit Thailand, spirits are seen as a means to prosperity and a source of protection. If a person requests something from a spirit and that prayer i...
Merkle Australia: Funlab
Funlab, the operator of Strike bowling and Holey Moley mini-golf, were looking to install a marketing and CRM system which can improve their customer service and provide a seamless & easy on...
Dentsu Creative Philippines: All Tastes Covered
Dentsu Creative Philippines were challenged to give their young target market content that was fresh, unique and relevant to feature Pocky's wide array of flavours while staying true to its core...
Dentsu Creative Philippines: Bantayog Street Memorials
Massive online disinformation is whitewashing the corruption and atrocities of Ferdinand Marcos Sr.'s 20-year Martial Law dictatorship. 3,257 people were killed, 35,000 were tortured, 70,000 wer...
Dentsu Creative Indonesia: Recharged Hair Recharged Me
8 out of 10 Indonesian women still believe that using shampoo alone is good enough for their hair, leading to the decline of conditioner category growth years after years. So, how did Pantene do...
Dentsu Creative India: News Beyond Views
Today, gossip and clickbait stories sell more than actual news. Impactful stories that journalists toil most for are buried deep within the website with little visibility. They are instructed to...
Dentsu Creative China: A Letter for Mountain Girls
Fenbid turned the packaging of its menstrual pain reliever into a letter for mountain girls, calling on females who have carved ways out of their rural origins to empower the younger generations...
Dentsu Creative Vietnam: Biti's A Step Forward
Dentsu Creative Vietnam showed in 1.60 seconds what it took a nation 40 years to achieve. With the clear purpose of moving ideals, hopes, and dreams. Biti's is more than a shoe brand in Vietnam ...
Merkle Singapore: Forging the future of insurance CX for ...
Income Insurance Limited (Income) is one of Singapore’s largest composite insurers, with over 1.7 million customers. Like most insurance companies, customer and prospect data came from disparate...
dentsu Singapore - Bosch's Grab-focused country activatio...
Bosch intended to run a multi-media activation across their focus countries: Thailand, Indonesia, and Malaysia. However, there were a combination of challenges to overcome: Capturing attention t...
Dentsu Creative India - Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
Dentsu Creative Taiwan: The Taiwanese World of Warcraft
The people of Taiwan highly regard their culture. Dating back to the 17th century in the Chinese world, the Puppet Show is a classic Taiwanese performance art exemplifying visual storytelling th...
Dentsu Creative China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
Dentsu Creative Indonesia: ARTISM
Autistic people translate the world differently and produce distinct expressions, especially through artworks. We discovered that their minds could be unlocked through the power of music. We the...
Dentsu Creative Mumbai: The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Dentsu Creative Malaysia & Carat: Pizza Hut's Cheese Codes
Cheese Codes showcases an innovative use of media channels and tactics to connect with a new audience and drive commercial success. The campaign used a gamified ordering experience within mobile...
Merkle Singapore: Delivering Unified Customer Experiences...
Income Insurance Limited (Income), established in 1970, currently serves 1.7 million people in Singapore. Before COVID-19, insurance was an industry where offline sales channels were the busines...
Dentsu Creative Hong Kong: Critical Core
Dentsu Creative Hong Kong's brief for Critical Core was to create a tool accessible to children on the autism spectrum to build valuable social skills and at the same time help them connect and ...