Qantas teams up with Australian singer Tones And I to launch new ‘Be Rewarded’ campaign
The Qantas Group is launching its reward campaign for COVID-19 vaccinated Australians to recognise their role in helping the country get out of lockdown.
From tomorrow, fully vaccinated Australian-based Frequent Flyers who are 18 and over will be able to claim their reward through the Qantas App by choosing one of three options:
• 1000 Qantas points
• 15 status credits (which help Frequent Flyers move up between Silver, Gold and Platinum tiers)
• $20 flight discount for Qantas or Jetstar
Members will then be automatically entered into a mega prize draw to win a year’s worth of flights, accommodation and fuel.
Ten mega prizes will be up for grabs with a winner selected from each state and territory and two mega prize winners as part of a national TV campaign.
Winners of ten mega prizes will receive a year’s worth of flights to take off to more than 60 destinations around Australia, with free accommodation across 345 Accor hotels, resorts and apartments (including Sofitel, Pullman, Peppers, Mantra, Mercure, Mövenpick, Novotel and Ibis) and top up their cars with free fuel from any of bp’s 1,400 service stations across the country.
Winners will also be able to take off to any Qantas and Jetstar international destination when borders start to open.
Qantas Group CEO Alan Joyce said the vaccine rollout was critical for protecting public health and key to breaking the cycle of lockdowns: “Getting vaccinated is an important step that every Australian can take that brings us that little bit closer to life as we knew it. As the national carrier, we want to recognise those who have made the effort to protect themselves and the community.
“This is one of the biggest giveaways we’ve ever done. The impact of the pandemic on the travel industry and our own Qantas Group team members means we have a clear vested interest in the success of the vaccine rollout.
“Our crews can’t wait to get back to reuniting family and friends, taking people on holiday and putting some energy back into the whole tourism industry. For us, getting the vaccine rate up to 70 and 80 per cent means thousands of people can go back to work.
“With the Federal Government’s vaccine program ramping up across the country, now is the ideal time to say thank you to Australians for stepping up and protecting themselves and others.”
Australians can claim their points, status credits or flight discounts and be automatically entered in the mega prize draw by downloading the Qantas App (via the App Store or through Google Play), using their Medicare app to access and upload their COVID-19 digital vaccination certificate and selecting their reward choice. Vaccination certificate information will be deleted upon verification.
Australian singer Tones And I made an exclusive rendition of her hit single “Fly Away” for Qantas’ ‘Be Rewarded’ campaign. The campaign will run across TV, digital, outdoor, print and radio thanks to media support.
For more information visit: qantas.com/berewarded
Client: Qantas Airways
Chief Marketing Officer: Jo Boundy
Chief Customer Officer Stephanie Tully
Marketing Manager: Amanda Doherty
Manager Branded Content & Production: Mark Spencer
Manager Content Studio: Chris Kondys
Producer: Stephanie Dennington
Stills Photographer: Brent Winstone
Agency / Production Company: Brand+Story
CD/EP: Paul Chappell
Director: Josh Whiteman
Producer: Johnny Greally
Production Manager: Serena Rettenmaier
Casting: Toni Higginbothom Casting
DOP: Peter Eastgate
Editor: Gabriella Muir
Art Direction & Wardrobe: Janai Anselmi and Jo Ayling
Make-up Artist: Georgia Hull
Online and VFX: Chris Grocott & White Chocolate
Grade: Billy Wychgel
Music Arrangement & Sound Mix: Bruce Heald and Kathleen Burrows at Noise International
Song: ‘Fly Away’ by Tones and I
Label: Kate Hudspeth, Sony Music Entertainment Australia
41 Comments
It’s hard to bag out the agency who made this when they aren’t credited…
Brand + Story.
This one got me right in the feels. For a brand that’s copped a load of criticism for 18 months, this is a clever tactical play to separate mainstream customers from anti-vax loonies. And it’s a beautiful execution of the desire to escape. Lovely work
Love this. Simple and authentic. Brings a tear to my eye and that’s priceless. Watch all the incumbent agencies line up to bag it. Well done Paul & Josh
One more slice please
Maybe I just need to travel but this made me cry. Love it, actually.
Not a huge fan of these incessant montage campaigns where every target demographic is represented in slices of life but this ones a pretty good one.
Rather perfect. Well done.
Beautiful work
Might not be to everyone’s personal taste but it’s super on brand and an important message
This is all a bit rich coming from an airline that grounded its international fleet and left it to foreign carriers to bring Australians home during a global crisis. The agency involved has done lovely work, but the client is rotten to the core. Singapore airlines is doing 1000x more for Australians than qantas.
Nice work everyone involved.
Nice Work Qantas and Team.
I have to be on a client zoom meeting in 8 minutes and I have now quite visibly been crying. So, thank you for that.
(Not even kidding. So, hats off to all involved)
The only thing more annoying than having to sit through yet another f*cking montagifesto with one of those wistful/warbling backing tracks is the fact that this shit is taxpayer-funded.
Mercy me, that was all a bit hammy wasn’t it. Trope heavy and multi cultural beyond belief.
Dear god I want to travel again
Lovely spot. This’ll pick up the slack left by the shitey Government ads.
But, man, I feel emotional about this because it hits me right where it hurts.
Not even bothered about what the app thing does, just good to see the message out there – get vaccinated and let’s get out of this shit
Great ad. Disneyland and Mickey Mouse ears though?? Cmon, it’s 2022/23.
I wonder what Mr Joyce thinks about the depiction of the male flight attendant…
First time I saw it I had tears in my eyes. The second time I watched it I realised that’s because I haven’t travelled past the end of my street since June (thanks Gladys). Nice enough script. Pretty hammy and heavy on the clichés though. At the end of it all, it’s like being in a concentration camp and watching ads about people not being in a concentration camp. Of course you’ll be emotional. Then you’ll realise the rest of the world isn’t as f-d up as fortress Australia. Hope you got permission from Disney.
Nice.
As above, who cares about the app
Return to normality will be reward enough.
There is no way people are getting emotional over this. Very corny and cheesy IMO.
May I have some ham with that cheese?
Qantas.. The carrier who is holding thousands of Australians refunds ransom and dragging their feet with refunds.
Hundreds of cancelled flights during the pandemic and instead of refunding, offering credits that are more or less worthless.
Qantas has done FA for Australians trying to return home.
This commercial, while made well, is pure garbage from a comms perspective.
On top of that, does Qantas really think we’ll be traveling without masks in the foreseeable future. Even in heavily vaccinated countries, all air travel requires masks.. This will be the situation for years to come. Cut the BS.
I love it. It’s all class. It’s an important message right now. Tell me you’re getting the vaccine without telling me you’re having the vaccine.
I love it. But who has printouts of their kids these days when there are 1000s of photos on our phones?
I have a daughter overseas who I can’t see and miss so so much. I was almost howling at the end.
And that Mr Morrison and Mr Hunt is how you encourage people to get vaccinated. Well done Qantas on this piece of corporate leadership. It is spot on and long overdue!
This is so good. Kudos to all.
This could have been truly awesome… but wow the performances and direction are woeful.
Not seen an ad get this much coverage since…dunno…a while
Loved it, thats what great advertising is. Congrats QANTAS.
You can be an ad w*nker about the execution but you can’t deny its power, simple truth and the impact it has had on people.
Maudlin kitsch with zero guarantees.
Insightful heart-warming work.
Reminds me of the emotion Qantas sparked years ago piping “I Still Call Australia Home” through the cabin when landing.
Got give em credit. They do nail the music in Qantas ads. Though it does always seem they spend more money on the music than on the production. Casting and perfomances were a bit on the nose but overall I think it’s not a bad job at all. Made me feel something.
So, Scotty promises to prop up Qantas with the $$$$$ so long as they make the jab mandatory and run out a few propaganda films for them. That’s how it works right?
I like it!
My 6 and 8 yo boys were singing along.
Great connector. Nice brand piece.
Wonderful.