Home Is Where the Heart Is

Success Story Home Is Where the Heart Is Qantas used a combination of Instagram photo and video-sponsored posts to reach a new, younger audience and rekindle the emotional connection with its customers. 30pt 4pt lift in ad recall lift in message association STORY Flying high for almost a century Founded in the Queensland Outback in 1920, Qantas has been awarded the title “world’s safest airline” and has become Australia's largest domestic and international aviation company. GOAL Reconnecting with the “Red Roo” Qantas used Instagram as a part of its “Feels Like Home” campaign, to further drive positive sentiment and message association between the brand and traveling home, with a younger 18- to 34-year-old audience. Integrating Instagram SOLUTION “ into our media plan Home for a new generation allowed us to reach As the first Australian brand to run both a photo and video campaign on Instagram, millennials on their Qantas developed creative that would resonate with the Instagram community of mobiles with bespoke travel-savvy millennials. photo and video creative that effectively Qantas crafted imagery that was tailor-made for the platform and depicted added emotive layers to quintessentially summer moments — the past times that the target audience enjoy our core brand when they return home: surfing with friends, a day at the cricket or setting off for a “ road trip. While the 15-second videos featured raw and emotive scenes of real message. people reuniting at the airport with loved ones. Jo Boundy The two-phase campaign successfully drove a significant lift in ad recall (over 30 Head of Digital and Entertainment — points) and a four-point lift in message association between Qantas and “feels like Brand, Marketing and Corporate Affairs home.” Qantas Airways Limited!