Mars rover ‘Curiosity’ features in Droga5 campaign for Qantas Frequent Flyer
Creative agency Droga5 has unveiled its first major campaign for Qantas featuring a replica of NASA’s Mars rover “Curiosity” to promote it’s frequent flyer program.
The 7ft, sedan-sized, 350kg explorer built by Yippee Ki-Yah in Sydney features in a cinema ad and two TV commercials featuring the voice of Australian actor Jack Thompson.. The campaign, which will begin to air in Sunday, will run for six weeks along with a print, digital, outdoor and social media campaign.
Curiosity will also rove in airport terminals, Qantas lounges and shopping centres from Brisbane to Sydney, Melbourne, Adelaide and Perth, and was at a launch event at Sydney’s Museum of Contemporary Art last night.
A really interesting choice to use the rover as a character, but ends up as just a gimmick when they fail to do anything interesting with it. The rover isn’t an idea on its own
The average punter in the street will see this as a robot and not ‘the mars rover’. And if its roving through airports – travellers will think its a bomb disposal robot.
**Sigh** ultimately, this only serves to demonstrate how devoid of humanity the Qantas brand has become.
I suspect Qantas will be almost spinning off the FF programme as a separate loyalty programme, you can join and use it without even every flying anywhere. I guess that’s the point.
Big tie-up with DJ’s later in the year I hear too.
Nice to see Jonny Five is alive!
I’m disappointed they didn’t they didn’t go with , ‘You’re the reason we Fly Buy’.
Better than dumb ways to die, love drogas brilliant use of a bomb disposal robot… It’s as bomb to use points
I thought I was watching Wall-E to start with!
Great production values, but a surprising concept.