Run out of milk? Catch a plane to London using your Qantas Cash travel card
Qantas has unveiled a new campaign, created by Droga5, promoting its Qantas Cash travel card, an extension of the Qantas Frequent Flyer program.
The TVC tells the story of a young woman who runs out of milk in the morning. Rather then the usual dash to the shops, she catches a train to the airport. One Qantas flight later and the character is buying a carton of milk in a shop in London, using her Qantas Cash travel card to complete all the transactions. The ad ends with the slogan ‘It’s the card for every journey’.
https://www.youtube.com/watch?v=u_d9fg4vck8
The slogan echoes the slogan used in Droga5’s previous campaign for Qantas Frequent Flyer which used the tagline ‘Qantas Frequent Flyer for every journey’.
The campaign runs across TV, outdoor, social media and digital with a supporting direct marketing campaign through mail and email.
Qantas Loyalty chief marketing sfficer Stephanie Tully said: “This campaign has been designed to raise awareness of the new Qantas Card with Qantas Cash, driving Qantas Frequent Flyer members and non-members to qantascash.com to find out more about the product.”
Credits:
- Creative Chairman: David Nobay
- Executive Creative Director: Duncan Marshall
- Creative Director: Andy Fergusson
- Senior Art Director: Daniel Seager
- Senior Copywriter: Steve Hall
- Agency Producer: Paul Johnston
- Group Business Director: Liz Ainslie
- Senior Business Manger: Natalie Hellon
- Strategic Planner: Anna Barnwell
- Production Company : Revolver
- Executive Producer: Michael Ritchie
- Director : Steve Rogers
- Producer : Pip Smart
- Editor: Jack Hutchings for The Butchery
- Post Production: Alt VFX
- Music and Sound Design: Nylon
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I think it’s a nice ad but I think that the transition from Australia to London is not as obvious as it needs to be. I could imagine many viewers missing that point entirely.
Sometimes the simple approach is better. I am assuming that the key communication of the ad is that you can take the card anywhere you travel and it just works.
Perhaps the milk narrative has distracted from that … the viewer asking themselves “why is she on a plane to get milk?” and being distracted to the point of missing the consumer message.
Maybe I am wrong and would be interested in other people’s thoughts
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Good luck declaring that milk at customs
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The plastic bottle will explode in flight as well. Could have used a few thousand better examples.
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Agree with Jimi, had to watch it twice. Needs a shot of a plane somewhere
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all this proves is that mastercard can be used in a lot of places.. which consumers kinda already know.. nothing special about qantas cash card – its just a mastercard with some different paint on the plastic
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