Fly Away, the Qantas commercial announcing extra rewards for flyers fully vaccinated against COVID-19, has gone viral.
The campaign, which launched on August 24, notched up more than one million views online including YouTube and Qantas channels, and trended number one on YouTube in Australia last week.
Within two days of the ad’s release, specialist brand and communications insights agency Luma Research ranked it in the top third of all ads tested globally.
Independent experts praised the content and creation of the ad and Qantas says the response has been overwhelming.
More than 170,000 fully vaccinated Australians have already claimed their reward, choosing one of three options: 1000 Qantas points,15 status credits or a $20 Qantas or Jetstar Flight discount.
The top selection has been Qantas points - with more than 120,000 Frequent Flyers claiming a total of more than 120 million points.
Qantas group chief customer officer Stephanie Tully says the campaign has resonated with Australians.
“Our new TV commercial and rewards for being vaccinated have clearly struck a chord with Australians. It shows just how keen people are to jump on an aircraft to head off on a holiday or visit family and friends and vaccines are the key to that happening again soon.”
The campaign was created by Brand+Story, a partnership between Paul Chappell (co-writer and creative director) and Josh Whiteman (co-writer and director). The TVC features an exclusive rendition of the song Fly Away by Tones And I.
Behind the moving campaign is a drive by Qantas for the public to get vaccinated and - in turn - open the travel industry. Qantas Group CEO Alan Joyce called on Australians to protect themselves and others.
“This is one of the biggest giveaways we’ve ever done. The impact of the pandemic on the travel industry and our own Qantas Group team members means we have a clear vested interest in the success of the vaccine rollout.”
In addition to the push to “Be Rewarded”, Qantas has bundled in a mega prize draw to win a year’s worth of flights, accommodation and fuel into the promotion. Entry to the draw is automatic once a reward selection has been made.
The entire process is done using the Qantas App: fully-vaccinated, Australian-based Frequent Flyers aged 18 and above need to upload their COVID-19 digital vaccination certificate, obtained from their Medicare app. Qantas assures the public vaccination certificate information will be deleted upon verification.
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