Qantas unveils Curiosity campaign

Qantas unveils Curiosity campaign
By admin


Qantas Frequent Flyer has launched a new multi-platform campaign featuring a life-size replica of NASA's Mars Rover "Curiosity" in an effort to encourage members to explore all aspects of the program.

The campaign tagline For Every Journey aims to highlight the points-earning potential of a range of every day activities, from a trip to the supermarket to going on holiday.

"In other words, the program isn't just about flying," Qantas Loyalty chief executive Lesley Grant said.

She highlighted the 7ft tall, sedan-sized rover as the perfect fit for the campaign, which was devised by creative agency Droga5.

"Curiosity is the ultimate explorer and she is a truly engaging character," she said.

Droga5 chief executive, Sudeep Gohil, said securing the use of Curiosity from Nasa had been a "creative coup".

"Her globally recognised role as the bold exploratory Mars Rover means she is the ideal character for a campaign based around discovery," he said.

The TVC wil be screened across Australian commercial television channels from Sunday June 16 along with digital, print, social media and outdoor components.

Watch it here and let us know what you think:

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