Time To Choose.
The Problem
Qantas had a complex business problem. On 31 March 2009, holders of certain credit cards would no longer be able to transfer their points into the Qantas Frequent Flyer program. We needed to convince them to transfer before that date. The challenges were significant: time was limited, and the changes were confusing.
The Solution
Drawing inspiration from Barack Obama’s “Yes, we can” and Kevin Rudd’s “Kevin 07” electoral campaigns, we created simple, memorable message:
It’s "time to choose”.
The message appeared across a wide spectrum of direct media, including direct mail, email, outbound telemarketing, outdoor, press, radio, café screens, lift screens, coffee cups, online banners, landing pages, social media, in terminal and YouTube video. We targeted 1.2 million members and made full use of the agency’s data capabilities, using online surveys and analytics to optimize.
The Results
The campaign generated a staggering $84 million in revenue with an Ad spends of $6.3 million. Against a target ROI of 4:1, it succeeded by more than three times – an astonishing 13:1 net return. Follow-up trigger emails achieved up to a 79% click through rate, and a 93% completion rate was achieved with the member survey.
