M&C Saatchi, Sydney + MAKE jumps queues for Qantas with cutting edge banner ad on SMH site
M&C Saatchi, Sydney and its digital production arm Make have created a banner ad for Qantas to promote the airline’s new faster, smarter check-in.
The ad, which goes live on the Sydney Morning Herald and WA Today websites today, mimics the hero news story image by overlaying it with a static shot of a Qantas customer in a check-in queue accompanied by the headline: “Qantas finds a faster, smarter way to check-in”.
The ‘Over the Page’ execution then surprises viewers by walking the Qantas customer out of the queue and across the newspaper copy to check-in by simply swiping through the Q card reader in the MREC banner on the other side of the screen.
VIEW THE CONCEPT:
The execution reinforces the messaging that travelers can avoid queues via Qantas’ new faster, more streamlined check-in process which has launched in Sydney and Perth and is due to launch in Melbourne in mid-February.
M&C Saatchi shot the ad in Perth using a green screen to enable the traveler to be ‘cut out’ and literally walk across the newspaper site on a transparent background. The unit is auto-expanding, helping to deliver the creative surprise without relying on user initiation.
M&C Saatchi Digital creative director, Joshua Rowe, said the execution demonstrates Qantas’ new high tech check in service in a fun, entertaining way: “Side stepping the queue is what we all dream of doing. Our ad brings this to life by showing how easy it is to use Qantas’ new, smart check-in,” says Rowe.
Kent Heffernan, Head of Brand and Advertising at Qantas said the ad is a perfect demonstration of the new faster, smarter check-in service.
Visit smh.com.au or watoday.com.au to see the execution and visit this link for more information about the new check-in.
Client: Qantas
Agency: M&C Saatchi, Sydney
Digital Production: Make
Digital Creative Director: Joshua Rowe
Copywriter: Ben Yabsley
Art director: Rob Concepcion
Designer: Kim Davies
Technical Director: Justin Van-Emmerik
Digital Producers: Bonnie Murphie and Sophie Cupitt
Media: Zenith Optimedia
Client leads: Emily Watsford, Marketing Communications Adviser Kerrie Jones, Manager Marketing Communications Delivery; Kent Heffernan, Head of Brand and Advertising
M&C account service: Oliver Baker, Senior Account Director; Amy Ephron, Account Director
23 Comments
I just switched over to SMH and feck all happened. Just a static banner. Another Qantas let down, go figure.
I saw it. It was great. Nice to see a good digital idea on here for a change.
I really wish I could say something good about this. Page take over banners are not cutting edge.
Good work on the press release.
It’s a f’n banner. Spare me.
Awww, you made banner ad. Good for you!
yeah didnt work. but when it finally did, it was just a small take over? told me nothing more about Qantas then i didnt already know. Interesting, but not good
No one in my office has been able to get it up on SMH
Which is a shame as it was probably ok
Y’know, for a banner
And I’m with 9.21
it works for me.
But a trip to Perth to shoot it?
When it didn’t actually work on the page, I assumed this whole exercise was truly cutting edge experiential for Quantas’ maintenance department.
I was reading the paper online and it got in the way of the story I was reading. So it annoyed the shit out of me, thanks for that Qantas. When I’m reading the paper I don’t want some fucker walking across my screen, why is that innovative? I’ve got an idea let’s have a poster stretched across the road, not next to it, so that cars have to smash into it. That’ll get noticed.
As Jeff Goldblum once said “just because you can, doesn’t mean you should”.
Admittedly he was talking about breeding dinosaurs in the modern area, but I think there are similarites to banner advertising. They’re both extinct.
c.u.t.t.i.n.g .e.d.g.e
Hah, not so original I remember Virgin Blue running a similar ad a couple of years back.
THAT’S THE BEST INTERNET BANNER EVER!
I saw it this morning when reading the SMH and was surprised, in a good way.
It’s probably not newsworthy but it is a nice execution
As for banners being extinct or dieing. Not going to happen. Evolution.sure.
As Mark Twain once said about banners ‘Rumours of my death have been greatly exaggerated’.
Okay, maybe he wasn’t talking about banners but who cares, put that in your banner ad and people will take notice….
Media is currently all about efficiency of banner purchase. With notable exceptions, most creative agencies don’t give a shit about banner ads, and that accounts for the thoughtless dross you see in that space.
Combine ruthless media efficiency and creatives who actually think about how people actually see banners rather than just a futile media space and the result will be something that just might work.
Long live the Bana
John is right.
http://tpdsaa.tumblr.com/post/2640097130
http://bit.ly/gZi0ms
I love Bana ads.
Same ad done by British Airways 7 years ago.
Breakthrough creative M&C. Well done.
13 credits? For fucks sake.
Get over yourselves.
Rich come on – Its hard to make a banner ad when you are not a digital shop…
@Anon Anony… British Airway’s agency was M&C 7 years ago.