The Qantas commercial announcing extra rewards for flyers fully vaccinated against COVID-19 has tested positive in analysis by Luma Research.
“Another great example of an ad that may have been produced on a small budget but is spot on in getting Australians to image what life could be,” says Sally Joubert, CEO, Luma Research
“The reward program itself is also well received.”
Qantas: "If you’re a Qantas Frequent Flyer who has been fully vaccinated for COVID-19, we want to say thank you for protecting yourself and the community with your choice of reward, and the chance to win a fantastic major prize."
Luma Research gave the commercial a 51% add+impact Effectiveness Score
The research ranks Qantas Fly Away in the top third of all ads tested globally.
Luma says: “Why? It tugs at the heartstrings of Australians longing to travel again.
“Made on a shoestring budget with Qantas employees it is original, memorable and engaging.
“Australians are drawn to the scenes showing what the future might offer when vaccination rates are high enough.
“The emotions are strong.
“On a rational level the incentives and rewards leave people feeling positive about Qantas and they provide a strong point of difference for the airline.”
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