To find a way to bring together Qantas’ heritage and modern positioning in a way that resonated with Australians.
Working with Qantas, Razorfish Australia created a photographic journey across Australia, powered by social media and covering 7.6 million square kilometres. The campaign celebrated 95 years of flying Australians home by following Qantas flight routes around the country on an unforgettable nine-day journey, holding “Instameets” along the way and capturing what #FeelsLikeHome to Australians.
Razorfish recruited five of Australia’s top Instagrammers to guide our journey as we ran the first-ever Instameet to span an entire nation, with nine consecutive Instameets featuring professional photographers, everyday Australians, crocodiles, camels and an epic 95th Birthday Party.
Instagram powered the campaign and spread awareness, and a dedicated campaign microsite displayed the journey from Perth to Sydney, aggregating photos from each Instameet. Other social channels, such as Facebook and YouTube, amplified the campaign and participation.
- In total 5.8 million Instagram users were reached through the campaign.
- 740 people attended Instameets.
- Over 1,700 photos wereshared, collecting more than 500,000 likes.
View the campaign website here.
Watch the above video on the campaign website.
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