Qantas unveils latest installment of ‘Feels like home’ with fly in fly out miner

A fly in fly out worker is the star of the latest iteration of Qantas’ ‘Feels like home’ campaign to be rolled out this weekend on TV.

The fifth advertisement in the series features Matt from Adelaide and juxtaposes his life in an iron ore mine in the Pilbara with his family at home enjoying themselves. It is created by Lawrence Creative Strategy.

Since launching the campaign in November last year the airline claims it has received 7m views across its social channels for all the versions of the ad.

Other metrics unveiled by the airline include 1.9m impressions on its Spotify campaign which allowed 834,000 people to share songs that make them feel like home, whilst its use of Instagram since December has resulted in a 30 point lift in ad recall for those that have seen it, which Qantas claims is five time the industry norm across Nielsen research.

The airline was also the first advertiser to use Instagram’s video platform to push its message with two 15 second iterations of the campaign launching on March 1.


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