New Qantas Frequent Flyer campaign takes off with NASA Rover ‘Curiosity’

Sydney | Published on 14th June 2013 at 8:07

Qantas Frequent Flyer has unveiled a new advertising campaign, featuring a life-size replica of NASA’s Mars rover “Curiosity”.

Qantas Frequent Flyer was given permission from NASA to use “Curiosity” as the star in its campaign, which is based around encouraging members to explore all the ways to get the best out of the Qantas Frequent Flyer program

The multi-platform campaign will begin screening across Australian commercial television channels from Sunday 16 June, along with digital and print advertisements, social media and outdoor.

The concept was created by Qantas Frequent Flyer’s creative agency Droga5 with the 350 kilogram motorised replica built by Yippee Ki-Yah in Sydney.

CEO Qantas Loyalty, Lesley Grant said the 7ft tall, sedan sized rover was the perfect vehicle to further engage members.

“Curiosity is the ultimate explorer and she is a truly engaging character. We are delighted to have her as the star of our new campaign,” said Ms Grant.

“The campaign tagline ‘For Every Journey’ highlights that members have hundreds of opportunities to earn points across every day activities from going to the supermarket to going on holidays. In other words, the program isn’t just about flying,” she added.

Sudeep Gohil, CEO Droga5 said securing the use of Curiosity from NASA had been a creative coup.

“Being able to use such a likeable and unique personality has made this campaign something really different. Curiosity moves, she makes eye contact and she communicates in a way that seems very human.

“Her globally recognised role as the bold exploratory Mars rover means she is the ideal character for a campaign based around discovery, especially for a brand that is as contemporary as Qantas Frequent Flyer.

The campaign was shot in Sydney’s CBD and in outback Australia, with the TVC featuring the voice of legendary Australian actor, Jack Thompson. “I found all the elements of this campaign attractive. The whole concept of the Qantas Frequent Flyer Journey, the iconic music and the clever use of the NASA Mars Rover. It was an easy decision for me to lend my voice, to help tell the story.”

The Curiosity campaign will run for six weeks and the replica “Curiosity” will be used on a national tour including roving in airport terminals, Qantas lounges and shopping centres. The tour starts in Brisbane before moving to Sydney, Melbourne, Adelaide and Perth.

About Qantas Frequent Flyer:

  • The Qantas Frequent Flyer program was launched in 1987 and today has more than 9 million members
  • The program has more than 450 partners, including airlines, hotels, financial institutions and retailers
  • The online Qantas Frequent Flyer Store offers more than 3,500 products

Click here to watch the Curiosity Rover in action.