Qantas Promo BOOTS & DREAMS by M&C Saatchi Sydney

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Industry Airlines
Media Promo & PR
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Gavin Mcleod
Art Director Nick Bonney
Copywriter Phil Leece
Released May 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: QANTAS
Product/Service: AIRLINE
Date of First Appearance: May 21 2010
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL:
Executive Creative Director: Gavin McLeod (M&C Saatchi / Mark)
Art Director: Nick Bonney (M&C Saatchi / Mark)
Copywriter: Phil Leece (M&C Saatchi / Mark)
Media placement: Exhibition - Online - May 2010
Media placement: Print - Various - May 2010

Describe the objective of the promotion.
Our target audience was originally fans of Australia's most popular sport, AFL (Australian Football League). But we decided to make it much more than that. We wanted to engage the indigenous community initially, then all Australians.
While Qantas is the official airline partner of the AFL and the major sponsor of the AFL's Indigenous Programs, they are dramatically outspent by other AFL sponsors in a market that is highly cluttered with over 30 sponsors.
How do we possibly cut through with two press ads?

Describe how the promotion developed from concept to implementation.
Don’t do two press ads.
Instead we created a season-long promotion.
First, we asked the AFL's leading Indigenous players to donate their actual playing boots.
The boots were then painted by prominent Indigenous artists. Each pair used team colours in a unique, but traditional Indigenous style.
With the finished boots we created the 'Qantas Boots & Dreams Exhibition', an exhibition combining sport, art and culture.
The exhibition appeared in landmark locations, Qantas terminals and an online gallery at
A promotional tour of the country showcased the boots and showed people what they could bid for.

Explain why the method of promotion was most relevant to the product or service.
Qantas is Australia’s national airline and has a proud history of supporting Indigenous Australians. So, rather than creating a big corporate ad that was really just a chest beating exercise, Qantas actively engaged the Indigenous community on multiple levels - from professional AFL players, to the traditional painters, and community leaders, then went on to engage the wider Australian community. This ultimately positioned Qantas in a space that no other AFL sponsor could occupy.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Instead of a couple of press ads, our promo was a season-long conversation with fans.
Over 450,000 people viewed the exhibition.
Over 2,000 site visits were achieved with no paid media (33% increase on objective), with an average time on site of five and a half minutes.
The exhibition appeared in Sports TV shows, live TV crosses and AFL game broadcasts, delivering $705,000 earned media value.
The bidding at the auctions at the end of season was fast and furious. Eventually over $25,000 was raised - with at least one pair of boots raising an amazing $5,800.