Qantas launches health insurance offering with big data and a celebrity

This article explains how Qantas, Australia’s national airline, disrupted the health insurance category with a new product – Qantas Assure - that incentivised wellness with Frequent Flyer Points.

Qantas launches health insurance offering with big data and a celebrity

Brooke Hemphill

Qantas – Australia's national airline – surprised many when it launched a health insurance product for Australian consumers in March 2016. But that wasn't the only unusual part of the offering. While the product itself looked to break the established health insurance mould by rewarding customers with Qantas Frequent Flyer Points, the launch strategy was also a little bit different.

While most big brand launches tap into traditional channels such as TV advertising, Qantas engaged agency WiTH Collective to develop an alternative strategy befitting the...

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