Qantas traveller steps out of the ad
A high impact Qantas ad running on Fairfax Media’s smh.com.au and WA Today sites sees a traveller walk across the page to emphasise the airline’s improved check-in options.
The ad – created by M&C Saatchi’s digital arm Make – is autostart, but frequency capped at once per browser.
The ad shows the traveller checking in by swiping through the Q card reader in the medium rectangle display ad on the other side of the screen.
That’s actually kind of cool.
Big ups for whoever designed it. It was intrusive but not too intrusive.
Not annoying at all, not one bit 😉
It’s intrusive – but rewarding. The ad actually makes sense so the concept will be appreciated by most readers.
Annoying ads are the ones that blast out at you for no reason.
Good to see online space being used strategically for a change.
Much as I hate to commend any unavoidable pop-up advertising, when this one happened today I actually thought it was OK, caught my attention without being obnoxious and it conveyed the message well.
Of course, it was a novelty today and I’m sure I’ll hate every copycat ad that follows this one, almost as much as I hate Fairfax autoplay videos.
Kudos to them for not displaying it numerous times to the same browser…
Great ad. Makes the product – the “easy” Qantas “new”, “smart” check-in look good.
It certainly is a pleasure to tag and weigh your own luggage – I look forward to microwaving my own food on the plane too.
Premium vs Economy slugging it out at an airport near you now.
“it’s intrusive … but rewarding!”
Great concept.. Wonder if implementation was fun trying to get it all right for launch.. 🙂
Yeah, its a display ad that I actually enjoyed and wanted it to play again…
which is a departure from the usual – especially on that particular website.
It’s a banner ad FFS. Spare us. Please.
“”Yeah, its a display ad that I actually enjoyed and wanted it to play again…””
http://tpdsaa.tumblr.com/post/2640097130
This ad was actually powered using the Eyewonder (www.eyewonder.com) technology and platform. In partnership with agencies such as M&C and Zenith Opti EW has enabled ads such as this across the globe.
Check out the link below that ran on the NY Times for the IPAD. Built in HTML5 its a great example of interactivity in one of digtals hot topic products.
http://cdn.eyewonder.com/10012.....sdemo.html
For all digital platforms, Eyewonder brings the future to agencies, clients and publishers NOW.
“It’s intrusive – but rewarding. The ad actually makes sense so the concept will be appreciated by most readers.”
Yeah, I’m sure everyone who had it go over the article they were trying to read thought: “Wow, at first I thought this was going to be intrusive, but now I feel rewarded and really appreciate this disruption, I might book a flight”.
looks like they will do anything for the almighty dollar. for shame.
Micah True
“looks like they will do anything for the almighty dollar. for shame.”
I take it you’d prefer if they charged you to use the website then?
This thread is hilarious.
Is there anyone posting in here that “isn’t” connected to this campaign somehow?’
“It was intrusive but not too intrusive.”
“It’s intrusive – but rewarding.”
“when this one happened today I actually thought it was OK”
“Yeah, its a display ad that I actually enjoyed and wanted it to play again…”
Give me a BREAK.
Not to mention Ian C’s entire sales pitch there. Suprised he didnt offer some free steak knives at the end of it!
Me likey.
I was so annoyed that the headline story I thought I was clicking turned into this ad, that I closed it immediately without seeing the guy stepping out of the queue. It was only when a collegue mentioned it from her computer that I saw what was going on. Total fail as far as I’m concerned.
I run flash-blocking program on my Mac so today when I went to right-click on individual stories to open in different tabs it kept saying that the whole page was flash and it wouldn’t let me.
So I went to news.com.au instead.
Nice way to drive away readers SMH.
If you’re using that program to block ads, you’re no good to the SMH as a reader anyway, Scott…
Let’s argue about that on this week’s podcast.
Cheers,
Tim – Mumbrella
By the way, I’ve just done an IP check on the comment above that one or two people suspect may be astroturfing.
In fairness to M&C – it’s not. The person who commented is a regular commenter, and not from the agency.
As it happens, it’s a fair observation.
Personally I’m all for interesting innovations that stand a chance of cutting through. Because it’s frequency-capped, my view is – fair enough.
Cheers,
Tim – Mumbrella
As a Qantas frequent flyer and Qantas club member, I’d rather Qantas improve their service procedures vs their checkin ones.
I saw this the other day, and thought it was really well thought out. Definitely captured my attention *in a good way*.
I have to agree this comment thread is VERY entertaining
@Things real people don’t say about advertising (2:01pm) – HAHAHA
I showed my son this article (he’s 21) and he roared laughing saying
“Dad, you really do work in an industry of wankers who have no idea of how stupid they sound. Do you think that people give a toss about the guy stepping outside and walking across the page. It just annoys the crap out of me”
S’a shame the ad wasn’t lined up properly; you can see at the beginning that the left white panel overlaps the photos below.
This is the kind of ad best left to professionals like Eyeblaster or Atlas 🙂
Niiiiiiiiiice concept tho!
Comment #3 Mish = One of the best Mumbrella comments ON RECORD.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
It’s intrusive – but rewarding.
Are we seriously devoting this much time to a frikkin’ banner?
Whoopdeefuckin’ doo!!
Ian (10 Feb 11 9:39 am) – brilliant! It’d be great if you could get your son to regularly cast his eye over these comment pages. Could be a useful ongoing reality checker.
Nick – My son continues to give me hard time for working in such a shallow industry. The thing that pisses him off the most is that his own generation are applauded are being “so creative” and in touch with the consumer through digital
when he and his friends can’t stand Facebook and Twitter.
I just got back from a prostate examination.
It was intrusive… but rewarding.
“It was intrusive – but rewarding” sounds like it could be the next 4chan meme.
I found the ad to be informative and applaud SMH for taking such a bold move.
Definitely innovators!
Where did they find a man that small?
“it was intrusive, but rewarding”
that’s what she said
http://26.media.tumblr.com/tum.....o1_400.jpg
@mumbrella re: adblockers – I too block all ads, and on the fairfax sites i have blocked *all* javascript as well – it stops the stupid autoplay vids and slide-out link bars.
intrusive and *non* engaging or funny ads, that made my laptop chug from the network & cpu load, mean that i went to the trouble to block ads *everywhere*. Which means that the advertisers who do things *right* i.e. brief, once, and kinda funny, i don’t ever see. Own goal by the industry – ‘bad’ advertising pissed me off enough that i made the effort to block *all* ads.