Dreamliner Launch and Fleet Naming Competition

Taking the Qantas Dreamliner to New Heights. Australia’s national carrier had a problem – what should they name their new aircraft fleet?

Client Need

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Qantas is Australia’s premier Airline and most recognised brands.

In 2017 they took delivery of the all new Dreamliner aircraft. This was a particularly important delivery as this amazing new aircraft would enable new routes.

Qantas has had a desire to reach major destinations in a direct way. This new aircraft would enable the direct Perth to London flight.

Qantas wanted to ensure the travelling community had a chance to name this aircraft and a competition was seen as a great way to engage with the audience.

Campaign #1

69K

Facebook video views

15K

Instagram views

Campaign #2

59K

Facebook views

13K

Instagram views

The Brief

As part of the naming competition a video campaign was run by Qantas. The videos needed to communicate the new aircraft and the chance to name these iconic aircraft.

As Qantas launched the new Dreamliner Fleet they had a fantastic idea to generate awareness and hype for the launch. Qantas announced a competition, where the public we’re asked to name the Dreamliner Fleet. The word about the competition was to be spread in social media channels and website – in a cost effective way.

Solution

We created a bright and to the point 60 second animated video. The competition mechanics and script for the video were displayed visually so sound was not required, reducing barriers to entry.

The cabin tends to be noisy and so we needed to capture all the key instructions into the visuals on the screen. We did this using typography and characters walking through the steps.

The Outcome

The overwhelming response to the competition was much higher than originally expected. A second video was created to maintain the momentum it had picked up. The engaging video was shared and posted across social media and the Qantas website generating site views and creating awareness and participation.

“Thank you so much! The video will be on the mega screen until the end of the week. Thanks to you and the team for all your hard work.”

Emma Tilley

Manager, Digital Content, BMCA, Qantas Airways Limited

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1300 843 562

Request a call when it suits you

hello@persuaders.co

Send us your brief

Visit Us


270 Devonshire Street
Surry Hills NSW 2010
Australia