Qantas: SAND PLANE

Credits & Description:

Advertiser: QANTAS
Agency: WONDER
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: SAND PLANE
Managing Director: Adrian Popek (Wonder)
Producer: Brent Nassibian (Wonder)
Planning Director: Luke Hannan (Wonder)
Writer/Creative Director: Glen Condie (Wonder)
Account Management: Angie Tate (Wonder)
Creative: Simon Cox

Effectiveness
National television coverage was generated and we also generated metropolitan newspaper articles and wascovered on radio. In social media that we can track the activity images generate 5,800 Likes and was 910 Shares. We estimate direct social media viewing in excess of 2000K. Additionally 8,500 people had their images taken “onboard” and we would suggest many shared these images through we have not claimed these figures. We also estimate foot traffic of 385,000 at the site.

Execution
We flew the best sand sculptors from all over the world to Australia for the activity. Over a week and as many, many thousands looked on this crew created the inside of a Qantas 737-800 complete with pilots, passengers and celebrities such as Dame Edna Everage and local media. There was an empty seat that people were able to sit on and be photographed in Business Class alongside Dame Edna. Via a custom built app onlookers could photograph themselves and then watch as they change to sand themselves and went into the promotion to win return gold coast flights.

Strategy
Our challenge was to tell Australians that Qantas are again flying to Queensland’s Gold Coast after a four-year hiatus. The Gold Coast or as it is sometimes referred to “Surfers Paradise” and is a beach based holiday location. The Gold Coast is famous for its beaches, for sun, sea and sand. And Qantas have the flights to get you there. Our idea had to simply and impactfully communicate where the beach and an airline come together. Our idea was to build the interior of a Qantas 737-800 completely out of sand right smack bang in the centre of Australia’s largest city, Sydney.