Qantas and agency Droga5 in Australia have created a replica of NASA's Mars rover Curiosity to explore New Zealand and show off different ways Kiwis can use the airline's Frequent Flyer scheme.
Qantas says New Zealand has the biggest membership outside Australia (although it won't reveal the numbers by country) and says it wants to keep adding new rewards to keep the program relevant.
The weighty replica - it's fully motorised, made of steel, plastic and wood, seven feet tall and weighs 350kg - joined Qantas execs at three recent New Zealand events to promote the rewards and get feedback.
The campaign spans TVCs, outdoor advertising, direct marketing, digital, print, experiential and social media, and was filmed mostly in Queenstown. Qantas has three flights a week on the Sydney to Queenstown route.
"We were over there [in New Zealand] to talk about new flight options with the Emirates partnership that officially launched in August which means new options for rewards members," says marketing director Stephanie Tully.
"It was also based on feedback to make sure people knew (partner airline) Jetstar was part of the program to earn points."
Since August, Qantas Frequent Flyers have been able to earn and redeem points on trans-Tasman routes on both Emirates and Qantas under the global partnership.
Qantas is making it free for new members to join in October and is offering double frequent flyer points in that time. Other rewards centre around hotel accommodation, car hire and travel insurance.
The Qantas Frequent Flyer program was launched in 1987 and now has over nine million members. It says 5.6 million awards were redeemed in the last financial year and the online store in New Zealand has more than 1000 products. The program partners include airlines, hotels, financial institutions and retailers.
Marketing director - Stephanie Tully
Ad agency: Droga 5
Agency Producer – Emma Friend
Executive Creative Director – Duncan Marshall
Creative Director – Andy Fergusson
Art Director – Marcus Johnston
Copywriter – Lea Egan
Music Company – Composr
Composer – John Vella
Music Producer – Shea Duncan
Sound mix – Nylon Engineer – Simon Lister
Production Company – Heckler
Producers – Johnny Greally & Sam Daley
Director - Justin McMillan Post Company –
Heckler Head of 3D - Mick Watson