Droga5’s first major TV campaign for Qantas since landing the lead creative duties with the airline almost a year ago will star NASA’s Mars Rover.
Whilst the agency has been beavering away on other projects for the airline this is the first major TV production from the agency, since it won the lengthy pitch on June 1 last year.
The new ad for the Frequent Flyer program is set to launch “in the near future”, and features the Curiosity rover in the outback and driving through some of the airline’s partner stores.
CEO of Qantas Loyalty, Lesley Grant, said: “Curiosity was the perfect choice as a way to engage our members in a discussion. She carries the simple message that there are lots of parts of the Frequent Flyer program and a bit of exploring will help make the most of them.
“We are thrilled that NASA has given us permission to make the association with their Mars Rover for the campaign and to build a motorised replica.”
Qantas’ is one of the largest rewards programs in Australia, with redemptions on the scheme up 7.8% in March, compared to the same time a year before.