Optus | Elephant Air Race

Office: Sydney
Client: Optus
Date: October 2011
Offering: Digital

The problem

In September 2011 Optus launched one of its most ambitious customer rewards programs to date, by announcing a partnership with Qantas Frequent Flyer.

Consumer insight

I’ve been a loyal customer but my Telco seldom rewards me.

Brand insight

Only Optus brings you QFF points on all Telco services spend.

The powerful truth

Happier is possible because Optus now comes with QFF points payback.

The solution

Central to the above-the-line campaign was a TV commercial featuring a ‘flying elephant’. Using this key image, we extended the idea online and gave Facebook fans the opportunity to fly an elephant all the way around the world.

Users created their own elephant and collected votes and code words to fly faster. They could also promote their elephant through their social networks. The fastest elephant each day won a mobile phone. While the fastest elephant overall won a $10,000 Qantas Holidays Voucher.

The results: 7,803 new likes, 629,000 impressions, and an average dwell time of 4 minutes and 56 seconds.