Qantas Assure on target to be 5% of health insurance sector says agency boss
Qantas CEO Alan Joyce’s desire to have 5% of the health insurance market with its Qantas Assure product by 2019 is on target, one of the airline’s creative agencies has said.
Speaking at the Mumbrella Financial Marketing Summit on the agency’s Qantas Assure launch campaign which featured Christopher Walken, With Collective CEO Justin Hind admitted it was not a “natural fit for an airline to launch a health insurance product”.
Justin Hind: “We’re on target for a new brand”
Qantas Assure launched at the end of March and rewards members for being active with Qantas Frequent Flyer points.
The only public comment I’ve heard out of Qantas on it’s insurance initiative was that it was targeting 2-3% on a revenue basis in its first 5 years. I might need to start going to these seminars for some performance guidance!
i was going to sign up to Qantas Assure because i need to get private health because of my age and i’m an idiot who wants the FF points but it is a rip off. Terrible value for money.
Sounds like the effectiveness of the campaign might be a little overstated, and Cheistopher Walken has been in at least 3 ads in the last 12 months. But when you spend this much on a well worn idea you need to spin it somehow.
No one generates better bullshit PR themselves then agencies and the With Collective is chief among them. The share of Qantas health insurance isn’t growing at the rate of competitors is that Australians are not idiots. While trust is an issue affecting health insurers today and customer choice is fragmenting, people won’t trust a brand like Qantas with their health in numbers big enough to deliver this agency the EFFIE’s they feel they’ve earned.