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.
The ads feature Curiosity roving in the Mars-like landscape of the outback into Sydney before ‘she’ encounters Woolworths, David Jones and the Qantas Frequent Flyer program ‘for every journey’.
It’s the first major campaign since Qantas corporate affairs boss Olivia Wirth took on responsibility for marketing following the departure of Qantas marketing director Lewis Pullen.
Pullen appointed Droga5 a year ago.
Qantas Loyalty CEO Lesley Grant said: “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.”
Droga5 CEO Sudeep Gohil said securing permission from NASA was a creative coup.
“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.”
Thompson said: “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.”