Twitter impressions in four weeks
of Qantas' total annual website traffic in just 10 days
Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. The brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia.
The initial scope of the project was to create a standard banner campaign using existing assets only. However, recognising there was a bigger PR opportunity, BWM Dentsu collaborated across Planning, Creative, Account Management, Production and with partner agency Haystac to redefine the brief and pitch an altogether different approach to Qantas.
By analysing data from the U.S. State Department, BWM Dentsu found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one. So BWM Dentsu decided to help more Americans travel to Australia with Qantas, by giving them a free passport.
'The Passport Take-Off' launched on Facebook and Twitter with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport "on us". All they had to do was book a flight to Australia at Qantas.com and enter a promo code to get the full cost of a new U.S. passport taken off their ticket.
Our campaign reached over 11 million unique viewers through earned PR alone, with headlines across local and international media, including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times.
The campaign was supported by targeted digital banners, EDMs, social posts and PR.
Over 17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million users. And in just 10 days, Qantas.com received over 20% of its total annual website traffic.
The Story Lab: Migros iMpuls
Content Development und Content Distribution
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
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dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
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GoalKeepers17: Rallying around Global Goals
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Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience.
HelloWorld: Royal Caribbean
Royal Caribbean wanted to drive awareness and buzz for their newest ship. HelloWorld launched an eight-month interactive engagement hub that rewarded exploration and incorporated regional activa...
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
360i partnered with HBO to debut the network’s first full-scale voice skill with “Westworld: The Maze,” an immersive gaming skill allowing Westworld fans to go on their own quest for consciousne...