We recently launched a unique new programme for client Qantas - called allofaus.
Allofaus is a project designed to discover what makes Australia great...Is it our culture? Is it our people? Is it our determined spirit? Or is it something else entirely? It's a question with no single answer and a discussion that every Australian is invited to be a part of.
The AllofAus website is the home for this content and the programme leads up to a magazine keepsake in newspapers across Australia in the last week of July.
In addition to the website, submissions can also be made via SMS or M-site which also features celebrity video content.
The advertising campaign makes extensive use of Mobile activation tactics through SMS and QR codes and a multi-carrier mobile advertising buy drives additional traffic through the zero-rated M-site.
Be sure to check out the content visualisations on the website - these allow you to filter submissions to get different views of the data. Very cool (or at least we think so!)
Guys,
the site is kick-ass! I am curious though, what does Qantas see as the objective? Is it pure market awareness driven? Or are there tie ins with driving increased revenue for Qantas? How will this be promoted? What is the intended life of the campaign? What do you do when it is done?
Would love more insight on this.
Posted by: JT Klepp | June 22, 2009 at 12:06 AM