The document describes Qantas' "You're the reason we fly" brand campaign from 2011. The campaign aimed to reconnect Qantas with Australian customers after criticism of the brand. It invited customers to upload photos and details to appear on planes and in advertisements. The highly digital and interactive campaign leveraged various platforms and touchpoints to directly engage customers on a personal level. It utilized new techniques like serving unique personalized banners to participating users. The campaign was hailed as pioneering in its use of digital and interactivity to rebuild Qantas' relationship with the Australian public.

1. You are
the reason we fly
@amnesiafish @realdougchapman Datalicious presentation October 4th

2. The
Brand
in
2011
A
difficult
year
for
Qantas
Australians
were
feeling
uncared
for
by
the
brand
Customers
were
expressing
dissa;sfac;on
across
social
channels
The
country’s
biggest
brand
was
met
with
a
barrage
of
cri;cism
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

3. The
Brand
Campaign
Core
Crea;ve
Idea:
“You’re
the
reason
we
fly”
Created
by
Publicis
Mojo
Driven
by
a
digital
strategy
developed
by
Amnesia
Razorfish
Aim:
Erase
the
gap
between
Australia’s
airline
and
the
people
of
Australia
PuMng
the
people
back
in
the
center
of
everything
we
do
From
‘Spirit
of
Australia’
to
‘Spirit
of
Australians’
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

4. The
Campaign
Structure
Invite
Phase
Led
by
the
“Changing
the
Plane”
TVC
Customers
were
invited
to
par;cipate
in
the
campaign
by
uploading
their
details
and
a
photo
to
appear
in
the
TVC
and
possibly
get
their
name
on
a
plane
This
was
ac;vated
through
digital
Microsite,
Mobile
App,
Outdoor
and
Social
During
the
invite
phase
customers
could
begin
to
see
their
photos
and
names
appearing
in
banner
ads
and
digital
outdoor
placements
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

5. The
Campaign
Structure
Launch
Phase
Led
by
the
“You’re
the
reason
we
fly”
TVC
A
new
sound
track
by
Daniel
Johns
promoted
on
YouTube
Backed
by
AOC
sponsorship
Leveraging
London
Olympics
Prove
Phase
Digital
campaign
driving
91
changes
made
by
Qantas
as
iden;fied
by
customers
through
social
media
and
surveys
Selected
customers
names
painted
on
two
planes
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

6. The
Brand
Campaign
Play
television
ad
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

7. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

8. The
Digital
Strategy
Direct
and
personal
for
every
Australian
Listening
to
and
helping
reconnect
individually
with
the
Qantas
brand
Reaching
them
one
by
one
Make
Australians
feel
that
Qantas
exists
just
for
them
–
an
airline
built
by
Australians,
for
Australians
Mul;ple
digital
touch
points
(mobile,
social,
desktop,
outdoor)
Hailed
by
Qantas’
marke;ng
chief,
Lewis
Pullen
as
“probably
the
most
mul;-­‐channel,
mul;-­‐dimensional
campaign
ever
launched
in
Australia”
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

9. Crea9ve
highlights
QantasYou.com
and
the
QantasYou
mobile
applica;on:
Australians
submiMng
their
name
and
picture
featured
in
new
Qantas
television
commercial
resul;ng
in
a
25,000
strong
portrait
mosaic
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

10. Crea9ve
highlights
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

11. Crea9ve
highlights
Thousands
of
names
wricen
on
two
actual
Qantas
planes
91
consumer-­‐inspired
product
and
service
changes
communicated
via
outdoor
posters
and
Facebook
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

12. Crea9ve
highlights
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

13. Crea9ve
highlights
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

14. How
to
par9cipate
Play
anima;on
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

15. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

16. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

17. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

18. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

19. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

20. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

21. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

22. World
Firsts
Par;cipa;ng
customers
were
re-­‐targeted
with
a
unique
personal
digital
banner
that
featured
their
name
and
portrait
Likewise,
interac;ve
billboards
recognized
mobiles
running
the
YOU
app,
displaying
name
and
photo
on
giant
screens
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

23. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

24. See
your
online
ad
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

25. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

26. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

27. How
does
it
work?
Tradi;onal
methods
of
retarge;ng
are
at
crowd
level
only
Qantas
You
is
the
first
campaign
in
the
Australian
market
to
serve
individual
users
their
own
unique
banner
It
doesn’t
rely
on
ad-­‐serving
technology
or
external
systems
to
manage
the
content
of
the
banner
Adding
a
layer
of
publisher
retarge;ng
means
more
par;cipa;ng
web
users
can
see
their
personal
banners
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

28. High
reach
display
media
invited
users
Users
click
through
to
the
Qantas
You
microsite
to
take
part
in
Qantas’
campaign
upload
their
name
and
photo
Using
publishers’
retarge;ng
pixels
reaches
more
Rich
media
banners
source
their
data
from
the
par;cipa;ng
users
on
various
networks,
increasing
the
Qantas
You
website;
impressions
to
ac;vely
engaged
users.
cookie
with
user’s
ID
is
read
and
matched
to
user’s
name
and
photo.
Both
get
sent
back
to
the
banner,
crea;ng
a
personalised
experience.
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

29. We
call
it
“Total
Recall”
“Total
Recall”
is
our
system
of
knowing
exactly
who
is
par;cipa;ng
in
our
campaigns
and
talking
to
them
directly.
It
uniquely
iden;fies
customers
across
mul;ple
touch
points
like
display
banners,
digital
outdoor
and
mobile.
This
system
gives
your
messages
higher
relevance
and
strong
cut-­‐through.
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

30. Digital
YOU
Billboard
Play
video
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

31. @amnesiafish @realdougchapman
@amnesiafish @realdougchapman

32. Results
A
resounding
success:
20,000
entries
in
the
first
24
hours
57,000
Qantas
customers
signed
up
in
the
first
3
weeks
355,000
unique
visitors
to
www.qantasyou.com
10
million
personal
banners
were
served
245,000
click-­‐throughs
We
ignited
the
Spirit
of
Australians
@amnesiafish @realdougchapman
@amnesiafish @realdougchapman

33. @amnesiafish @realdougchapman