Challenge

Australia’s biggest airline, Qantas, launched their new brand campaign in July 2012 and needed a creative strategy to engage directly with the public in their advertising and showcase the brand as contemporary and innovative.

Idea

Wonder brought the new brand positioning to life by designing and building two professional photography sets. Placed in Westfield Shopping Centres across Sydney and Melbourne, shoppers were pampered with hair and makeup and professional photography. Each person went in the draw to have their name printed on the side of a 747 or their shot to be featured in TV and print commercials and win a share of 2.5 million Frequent Flyer points.

Results

The experiential activity was viewed by 662,132 Westfield shoppers, with 1,130 consumers shot exceeding the target by 10%.

National publicity was achieved with the Bondi Junction event which was crossed to live on the Today Show, with six live crosses in total.

QANTAS

Casting Call