Qantas Digital, DM, Case study Out Of Office Travelogue [image] by The Monkeys

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Out Of Office Travelogue [image]

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Industry Airlines
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Australia
Agency The Monkeys
Chief Creative Officer Justin Drape
Creative Director Scott Dettrick
Copywriter Hugh Gurney, Chelsea Parks
Released October 2016

Awards

Cannes Lions 2017
Direct Sectors: Travel, Transport & Leisure Bronze Lion

Credits & Description

Title: Out Of Office Travelogue
Agency: The Monkeys
Brand: Qantas
Country: Australia
Entrant Company: The Monkeys, Part Of Accenture Interactive, Sydney
Advertising Agency: The Monkeys, Sydney
Production Company: The Monkeys, Sydney
Co-Founder & Chief Creative Officer: Justin Drape (The Monkeys)
Creative Director: Scott Dettrick (The Monkeys)
Head Of Planning: Michael Hogg (The Monkeys)
Interactive Planning Director: Grant Flannery (The Monkeys)
Content Director: Samantha Heckendorf (The Monkeys)
Group Executive, Brand, Marketing & Corporate Affairs: Olivia Wirth (Qantas)
Digital Communications Manager: Clarabella Burley (Qantas)
Digital Adviser: John Harding-Easson (Qantas)
Interactive Creative Director: Morten Halvorsen (The Monkeys)
Copywriter: Chelsea Parks (The Monkeys)
Copywriter: Hugh Gurney (The Monkeys)
Digital Design Lead: Eva Godeny (The Monkeys)
Digital Designer: Lauren Elliott (The Monkeys)
Interactive Executive Producer: Sabrina Riedel (The Monkeys)
Senior Digital Producer: Alastair Reilly (The Monkeys)
Senior Producer: Penny Brown (The Monkeys)
Technical Director: Toby Vervaart (The Monkeys)
Technical Lead: Peter Vahaviolos (The Monkeys)
Front End Developer: Lachlan Tweedie (The Monkeys)
Content Manager: Tim Leathart (The Monkeys)
Synopsis:
The Out of Office Travelogue, the out of office reply powered by your Instagram photos, came about due to Qantas’ aim to inspire and facilitate travel - particularly for young Australians. Knowing that tips from friends and colleagues are the highest driver for people choosing their next holiday, Qantas, Australia’s national airline, saw an opportunity to inspire and facilitate travel in a whole new way. This involved using a previously untapped media channel, the out of office email, and the go-to photo-sharing platform for travellers, Instagram.
Campaign Description:
The Qantas Out of Office Travelogue is the automated out of office reply powered by your Instagram photos. In a unique combination of email and Instagram, we turned boring out of office emails into personalised travelogues.In real-time, a traveller’s Instagram photos tagged with #qantasoutofoffice populate their out of office email, turning it into a unique and dynamic direct media channel, which in turn drives sales through links to booking. The Qantas Out of Office Travelogue, like all innovative platforms, has huge potential to grow beyond its initial stages, and in this case to become a highly profitable channel for the airline.
Relevancy:
We turned the out of office email into a direct sales channel for Qantas by allowing customers to directly book flights from the Qantas Out of Office Travelogue.In real-time, a traveller’s photos shared via Instagram using #qantasoutofoffice populate the one email they’re guaranteed to send on holiday: their out of office reply. Millions of these out of office emails are sent every single day, directly to people’s work and personal inboxes. The Qantas Out of Office Travelogue can turn these emails into a unique and dynamic direct media channel, which in turn drives sales through links to booking.
Execution:
The Qantas Out of Office Travelogue combines Instagram with the out of office reply. Users activate their Qantas Out of Office by logging in with their email, syncing their Instagram account, and entering their travel dates and message at http://qantasoutofoffice.com.Once on holiday, every photograph shared on a traveller’s Instagram tagged with #qantasoutofoffice populates their out of office auto-response email in real time. Recipients can book flights directly from this email and view the entire travelogue.To ensure news of Qantas’ makeover of the out of office email reached people, we engaged several prominent Australian Instagram influencers and asked them to activate their Qantas Out of Office Travelogue while holidaying on Hayman Island and share their experiences using #qantasoutofoffice. The platform has been supported since its launch in September 2016 by promotions encouraging Australians to activate their Travelogue before major national holidays.
Strategy:
Australia’s national airline, Qantas, is always seeking to find new ways to motivate people to travel, particularly young Australians. With qualitative research indicating that tips from friends and colleagues are the highest driver for people choosing their next holiday, we saw an opportunity to inspire and facilitate travel in a whole new way using a previously untapped media channel, the out of office email.Qantas flies around 78,000 passengers every day. Out of office emails are sent out automatically to everyone who emails them. Think about how many emails you usually come back to from holiday - and then multiply that by 78,000 - the potential reach was huge. We also knew that Instagram is one of the most popular image sharing networks for young Australians, particularly when on holiday.
Outcome:
The Qantas Out of Office Travelogue is an active and ongoing media and sales channel for Qantas and continues to drive travel inspiration and bookings.Within a month of launching, with zero media spend, the Qantas OOOT achieved:- Over 10 million people reached organically via Social Media- Over 100 million online media impressions worldwide- Over 10,000 Out of Office Travelogues shared to dateThe Qantas OOOT was also globally endorsed by Instagram.Source: Google Analytics, Brand24.

Facebook Awards 2017 Campaign Goals:
- Brand Awareness
- Engagement
- Lead Generation
Facebook Products Used:
Facebook
- Video Ad
- Video Link Ad
- Image (Photo)
Instagram
- Image (Photo) Ad
- Video Ad