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Category
Social Engagement / User-Generated Content
Annual ID
OS_SM17069M
About the Work
Tips from friends and colleagues are the highest driver for people choosing their next holiday. Qantas saw an opportunity to encourage travel using social media and user-generated content; and the one email you’re guaranteed to send on holiday: your out of office reply. Qantas combined this automated email with Instagram, to create the Qantas Out of Office Travelogue, a real-time travelogue that updates with your latest Instagram photos tagged with #qantasoutofoffice. In seconds, users could sync their Instagram and email to create a personalised Travelogue that inspires travel and allows engaged recipients to book flights directly from the email, thus creating an innovative social sharing platform, new media channel and sales tool for Qantas. Results: With zero media spend… Over 10,000 Out of Office Travelogues shared to date Over 10 million organic social reach 100 million media impressions online, worldwide Official global endorsement from Instagram
2017 Awards
Total Points: 5
Merit
Credits
Agency
The Monkeys / Sydney
PR / Marketing Agency
Qantas / Sydney
Art Director
Scott Dettrick
Chief Creative Officer
Justin Drape
Chief Marketing Officer
Olivia Wirth
Creative Director
Morten Halvorsen
Creative Technologist
Toby Vervaart
Peter Vahaviolos
Lachlan Tweedie
Designer
Eva Godney
Lauren Elliott
Producer
Thea Carone
Penny Brown
Product Manager
Clarabella Burley
John Harding-Easson
Writer
Chelsea Parks
Hugh Gurney
Creative Team
Fabio Buresti
Grant Flannery
Michael Hogg
Samantha Heckendorf
Tim Leathart
Technical Producer
Sabrina Riedel
Alastiar Reilly
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