Cannes Lions

AIRLINE

WONDER, Sydney / QANTAS / 2012

Awards:

1 Bronze Cannes Lions
Film
Film
Film

Overview

Entries

Credits

Overview

Description

The Great Crusade (TGC) was a convoy of branded campervans following the Qantas Wallabies all over NZ during the Rugby World Cup (RWC). Experiencing the best of NZ by day and Rugby and Parties by night.We were locked out of the (RWC), not being a sponsor. Our job was to be seen as a sponsor and showcase New Zealand.We hired 25 large campervans and branded them Qantas Wallabies - TGC. An online promotion was created to win a camper for you and a friend. Enter uploading a video proving you are a fanatical Wallaby supporter.

We then invented a character, Toby Withers, 'stowed away' on TGC. Toby Withers, a famous non-tennis racquet sports reporter and former squash champion, was sent to cover the RWC.A 21 episode mockumenatry series created, produced and released over 35 days. Multi platform - Digital, TV, Mobile and In-flight for people to follow TGC.

Execution

The Great Crusade was a convoy of branded camper vans following the Qantas Wallabies all over New Zealand during the RWC. Experiencing the best of NZ as well as the Rugby.In all 25 Qantas Wallabies TGC branded camper vans. An online promotion was created to win a spot for you and a friend. Enter uploading a video proving you are a fanatical Wallaby supporter. 100 winners selected over 3 waves.A 22 part ‘mockumentary’ comedy series, produced and released over 35 days was developed starring Australian comic Phil Lloyd, as big shot squash and badminton sports reporter Toby Withers. His character - being incompetent and ignorant of Rugby - allowed us to use comedy to stay clear of “clean zones” such as stadiums.Over 20m views on TV, In-flight and on line. The campaign ran cross platform including TV, Print, Radio, outdoor, Retail, Digital, Social Media and Mobile.

Outcome

NIELSEN Research showed:A) 70% of people exposed to The Great Crusade were more interested in booking a trip to New Zealand (in the next 12 months)B) Qantas were the most recognised sponsor of the Rugby World Cup despite not actually being one.Over 100 people got to live the experience of a lifetime touring New Zealand experiencing the best it has to offer and attending all of the Wallabies matches and over 20m followed them and TGC across various content platforms.The Great Crusade content received an Emmy nomination in the Digital Fiction category.

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