Cannes Lions

Flight In Every Card

MERCERBELL, Sydney / QANTAS / 2017

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Overview

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Credits

Overview

Description

We worked out that 40,000 Qantas Points was enough for an international flight. Figuratively, there was ‘a flight in every card’. Through clever Art Direction and CG illustration we brought this to life in a way that had never been done before.

We created a fully CG modelled Qantas A380 airbus which was seen virtually bursting through the plastic of the banks’ credit card, towards the reader.

To tailor the campaign to each individual bank, we used each iconic banks’ colours and emblems. ANZ, Commonwealth, WestPac and NAB (complete with their blessing).

It was so simple.

The banks own colours and designs kept the campaign fresh and visually arresting. The CTA’s were linked to the banks individual Qantas card pages.

Magazine press ads, giant 40 metre billboards, online banners where we had the plane animated coming through the card; this campaign jumped off every medium it was placed in.

Execution

There’s a Flight in Every Card.

We didn’t opt to do yet another number led points campaign, we vowed and were tasked to do something new.

Through a combination of 3D studio Max and Mudbox we visualised a fully

modelled Qantas A380 pushing through a Qantas credit card.

Hundreds of hours of digital sculpting went into the finished digital illustration

creating a moulded wrapped plastic effect. With turbines, landing wheels and

rising nose cone, we took the perspective to the optimal level of push through.

Shimmering metallic card numbers added the gloss but the campaign really

came to life when we created variants using the major banks’ colours.

We used each iconic banks’ colours and emblems. ANZ, Commonwealth, WestPac and NAB (complete with their blessing).

It was so simple.

The design was so convincing that people were asking the banks for them, even though nothing physical every existed.

Outcome

The campaign really caught the attention of QFF members Australia over. The campaign ran in Sydney, Melbourne and Brisbane.

We had over 500,000 visits to the card selector homepage over the 2-month campaign period, driven from the bookmarked OOH urls.

The banks said that it was the most successful partnership campaign they had ever undertaken.

Results are confidential but thousands of people switched to a Qantas points earning credit card with their respective banks.

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