INTEGRATED CAMPAIGN | AWARD SCHOOL BRIEF
Qantas:
Wake me up in London
THE ASK
Create an integrated campaign for Qantas to promote their new non-stop flight from Sydney to London.
THE IDEA
Recognising that frequent travellers, particularly business passengers, often struggle with exhaustion due to interrupted sleep during stopovers, the campaign centers on the idea of uninterrupted rest. With Qantas, travellers can now enjoy a continuous, restful journey, arriving in London refreshed and ready for business.
EXPERIENTIAL: QANTAS SLEEP PODS
Haven’t we all needed a lunchtime nap to fight the 3:30itis? Install Qantas Sleep Pods in CBD areas, featuring the premium, widened seats available on the new Sydney to London flight.
These pods offer business workers a unique nap spot during their lunch breaks, allowing them to personally experience the comfort of Qantas’ new offering. This positions Qantas’ direct flight at the forefront of customers’ minds for future business trips, knowing they will be able to get a restful sleep and arrive fresh at their destination.
DIRECT: QANTAS SLEEP MASK
Identify key Australian business people to send a Qantas Sleep Mask. The mask, integrating Bluetooth headphones and a plush design, lets users drift off to sleep with music during flights. This communicates the benefit of Sydney to London’s direct flight, ensuring well-rested arrivals for business engagements.
Additionally, recipients gain exclusive access to curated playlists of 20-hour sleep stories on Spotify, narrated by Michael Caine, further promoting relaxation during flights and offering continued use beyond the travel experience.
