Tim Duggan, content director, Sound Alliance, takes us through AWOL – the successful content campaign for Qantas – looking at the brief, pitch, strategy, execution and results and then taking questions from the audience.
Panel:
Stephanie Tully, chief marketing officer, Qantas; Neil Ackland, CEO and founder, Sound Alliance; Gemma Matthews, manager – entertainment, Qantas.
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Timeline:
- 0:00 Introduction by Tim Duggan
- 2:04 Stephanie Tully: Qantas wants to connect with younger fliers
- 6:51 Neil Ackland: How we came up with strategies for our own brands as well as Qantas
- 8:00 Mobile usage shifted our entire business to mobile-first
- 8:30 FOMO vs FONK
- 9:30 Over 90% of audience use Facebook every day; 77% get news from social media
- 10:50 Experiences are sought after more than possessions with ‘travel’; ‘festival’; ‘europe’; ‘holiday’ etc the most common
- 12:40 ‘Fish where the fish are’
- 13:30 [AWOL video] ‘Who you are is where you’ve been’ is the AWOL tagline
- 15:00 Gemma Matthews: Qantas’ “unique business model” with Sound Alliance
- 16:00 Getting the design and tone right
- 17:18 Tim Duggan: the content strategy and brand values
- 18:00 The campaign’s four content pillars
- 19:20 The content mix
- 20:20 Native advertising: “quality content inspired by a brand and delivered in a steam” – examples
- 23:50 The amplification matrix
- 24:40 Neil: The results: what does success look like? 203% of KPI after 7 months
- 26:00 Validating the mobile experience: hit revenue KPI soon after launch
- 27:00 Tim: the brand scores – does branded content work?
- 30:00 Neil: Cool Wave scale
- 32:45 Audience questions
- 44:15 Presentation concludes