Qantas Frequent Flyer has teamed up with Droga5 to launch its new campaign featuring a life-size replica of NASA’s Mars rover 'Curiosity'.
The multi-platform campaign will be aired from Sunday, alongside digital and print advertisements, social media and outdoor.
The concept was created by Droga5 with the 350 kilogram motorised replica built by Yippee Ki-Yah in Sydney.
B&T was at the unveiling of the new ad in Sydney last night and got a firsthand look at Qantas Frequent Flyer's impressive 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
CEO of Qantas Loyalty, Lesley Grant, said the 7ft, 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 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,” he said.
“Her globally recognised role as the 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.