Qantas showcases staff in cinema and social, as campaign moves on from Feels Like Home
First campaign from BWM focuses on staff
After setting its brand with the Feels Like Home campaign, Qantas has moved into the next stage of its marketing with a series of cinema and social ads focusing on the airline’s staff.
In the first work from BWM since it joined the airline’s agency roster, the latest work taps into the reasons people fly with Qantas – with a primary motivator being the carrier’s staff.
The ads feature a range of employees from the pilot to baggage handlers and ground staff.
One 90-second version of the the campaign features ground engineer, Rachel Bacon, who is obsessed with order and re-checking everything she does.
The ad goes as far as to show her organising M&Ms by colour and aligning magnetic scrabble tiles on her fridge.
https://www.youtube.com/watch?v=SD3tKhZKeb4
Qantas group executive of brand, marketing and corporate affairs, Olivia Worth, said the airline wanted to show off the breadth of different people who worked together to make a journey happen.
“We know that one of the reasons why so many people choose to fly Qantas is our people. With this series of advertisements we introduce some of our employees who work across different parts of the business, including those who work behind the scenes but are absolutely vital to your journey,” Wirth said.
Along with cinema and social, the campaign will have a significant out-of-home effort, with ads showcasing airline staff – a media strategy the airline has often used in the past.
The series of ads will also be made available through the Qantas website.
Last week the airline launched its health insurance partnership with NIB with a quirky ad starring Hollywood actor Christopher Walken.
Credits:
Agency: BWM
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Sarah Parris – Senior Art Director
Kevin MacNamara – Senior Copywriter
Bonnie Ledsam – Senior Account Manager
Claire Seffrin – Senior Onscreen Producer
Simon Holdaway – Senior Print Producer
Content Production: Infinity Squared
Rob Stanton-Cook – Director
Annie Schutt – Executive Producer
Photography: Sam I Am Management
Joe Wigdahl – Photographer
Nice campaign here, similar the ALP in Victoria, using her people to tell the company’s story. Hat tip BWN, Qantas and all involved.
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Still playing I Still Call Australia Home as the theme tune? Is that really the best you can do? I had thought the Feels Like Home had broken that old hackneyed link with the past.
Nice spot otherwise.
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Maybe Rachel should have spent more time checking and re checking the plane than organising her M&Ms by colour and aligning magnetic scrabble tiles on her fridge.
http://www.smh.com.au/business.....nydy4.html
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What a shame that the brilliance of Neil Lawrence’s wonderful shift in the brand’s tone & feel to give modernity didn’t survive either the new agency or the new marketing teams need to stamp their own ‘next job’ moment. This next step could have been so insightful, a wonderful narrative and adventurous under feels like home. This just feels dated…sorry..
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RE: Risky Strategy
FYI Rachel is based in Brisbane, but minor technicality.
Everyone seems to get their knickers in a knot when there is an ‘incident’, but what they fail to remember is that everyone is SAFE.
I know, personally, I would rather suffer the inconvenience, then end up in the ocean or in a box. Just saying.
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The VW ads of days gone by. Oh well, if you can resell the strategy….
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probably worth giving Sean and Chris a mention
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I’ll bet those on QF9 last night wished that Rachel had checked the engine on their A380…
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Re: A Person (Qantas PR person)
Maybe Rachel should be doing her job, and yes it’s in Brisbane.
Second Qantas flight turned back after ‘vibrating’ engine | smh.com.au
BTW, this work is wallpaper, lost opportunity given the brand work that was done before it.
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