Time to Choose

Agency M&C Saatchi/Mark
Advertiser Qantas Frequent Flyer
Author Gregg Girling, Mark Vadgama and Rebecca Bezzina
Total Campaign Expenditure $5 - 10 million

To get points holders with various bank rewards schemes to convert their points into Qantas Frequent Flyer points.

But the task was complicated by two factors.

Firstly, the ability to transfer points from a partner program to QFF was about to radically change, with participants losing the ability to exchange their bank loyalty points to QFF altogether after a March 31st deadline.

Secondly, we were asking them to do something that, at the moment of action, we couldn't control. Once our audience decided to roll their points into QFF, they had to contact their bank, not QFF, and ask them to convert their reward points into the airline scheme. This was something that wasn't in the banks’ interest (a number of banks actively discouraged customers from transferring).