Jetstar turns Australia’s busiest train stations into airports in new campaign via Thinkerbell
Today is Jetstar’s 17th birthday. And to celebrate, Jetstar is asking commuters who catch a train, to ‘catch a plane’ instead in a new campaign via Thinkerbell, oOh!media and Wavemaker.
In a remarkable full media takeover of two of Australia’s most prominent and iconic stations, over 50 digital screens in the station are being used to track an aircraft’s flight path, with free flight vouchers for those who can scan and catch the plane. Every available screen across Flinders Street Station (Melbourne) and Central Station (Sydney) will be working together to help passengers catch vouchers ranging from $50-$500.
Says Alan McIntyre, chief customer officer, Jetstar: “We’re excited to be sharing our birthday celebrations with our customers at a time when demand for leisure travel is at the strongest it’s ever been.
“There’s no doubt there’ll be lots of keen travellers at Flinders Street and Central Stations to snap up these travel vouchers to put towards their next trip.”
The activation utilises every digital oOh!media screen across both stations for 24 hours.
Says Neil Ackland, chief content, marketing and creative officer, oOh!media: “When it comes to reaching people at scale and engaging Australians at key moments throughout their day, there’s simply no substitute for Out of Home media. Big, bold and technologically creative, this campaign showcases Jetstar in a unique and innovative way, and is sure to drive engagement, brand recognition and bookings. It’s been a real highlight to work with Jetstar, Thinkerbell and Wavemaker on such a fun campaign as people start flying again in greater numbers.”
Says Adam Ferrier, chief thinker at Thinkerbell: “It’s been great working with Jetstar to shake up Australia’s commute and remind everyone that a relaxing holiday is only a few clicks away. Using all the station media so it’s all joined up to create a completely immersive customer experience is pretty fun.”
Client: Jetstar
Group Marketing Manager – PR & Content: Kelly Ogilvie
Regional Manager – Marketing & PR – Jodie Rochetich
Senior Content Marketing Advisor ANZ – Marli Muto
Content Marketing Advisor ANZ – Elise McKeon
Creative Agency: Thinkerbell
Thinker: Maddy Verma
General Manager – Media: Ben Shepard
Lead Thinker – Earned Media: Tarah Miller
Design Tinker: Morgan Brown
Production Tinker: Katie Ayling
National Head Production Tinker: Grant Anderson
Creative Tinker: Elsa Caruso
Executive Creative Tinker: Tom Wenborn
Production Tinker: Paul Leaning
Chief Thinker: Adam Ferrier
Head Thinker: Nick Bennett
Production: Heckler
Production: Whitehat
Wavemaker
Prue Sedgeway – Group Business Director
Pip O’Brien – Business Director
oOh!media
17 Comments
https://vimeo.com/493773146
“Thinkerbell uses OOH to give away vouchers” wasn’t a buzzy enough headline. True, but not buddy enough.
No amount of advertising will polish this turd of an airline. From an insider, this place is inept at so many levels. If this is the saviour of Qantas, Australian airlines are doomed.
Thinkerbell seem to be doing a lot of work…
We know you’re a PR firm mostly. But The Edelweiss campaign did it first. Have the courage to acknowledge you copied that idea. It will set you free.
Nice, easy, simple,
Copied or not its super slick and consumers wouldn’t give a crap its copied. its fun. And makes Jetstar more likeable.
Go Elsa!!! This is cool.
Um, no.
If accidental it’s ok – unfortunate but innocent.
Plagiarism is not “ok”. How lazy are you?
Unhirable!
In this industry, we should hold ourselves to a higher standard. Consumers might not give a crap if it’s copied, but we should.
Say what you will. The billboard at Central literally had a crowd around it yesterday evening.
If anything in adland got knocked back because of similarities to something that’s already been made, we would all be out of jobs. Fact. Get over yourselves and get to work. Maybe use this for inspiration.
Similarities, sure. Most ideas/campaigns draw parallels to others in market. This is the same idea, for a client in the same industry, with a similar name and similar mechanic.
This is how you ACTUALLY use QR codes in OOH, not hidden away in the bottom corner of the creative as an after thought
The Swisse Air campaign is a like a complicated over the top, no one would ever do it version of this idea.
I got to see this in person at Central. I think it just proves the power of a $50 gift voucher. There were literally hundreds of people trying to scan the plane.
Thinkersteal