After much anticipation the new Qantas campaign has launched.
The ad features the new tagline “You’re the reason we fly” with a Daniel Johns track, titled “Atlas”. Somewhat put in the shade by the latest Telstra “Land Down Under” track. The ad also has a new logo, a compilation of 22,000 Australian faces which make up the flying kangaroo.
It’s interesting that the campaign has dropped the famous song “I still call Australia Home” and has also moved away from iconic Australian images.
Featuring real people is a “see-through” strategy to ensure that “real” people feel that this is their airline (and that’s the reason they fly…). It hopes to be relevant to them and that they will relate to it. As an iconic national carrier, that has arguably lost it’s way, this is quite a risk. The notional change from “Australia’s” to “Australian‘s” airline indicated that this was coming.
The question is what does the ad do to either inspire people afresh or change attitudes? And there is a bit of a negative mountain to climb in many travelers minds both perceived (press negativity) and experienced (the entertainment isn’t working, it’s late again etc)
Emotionally it engages through the everyday people it hopes to be relevant to. Some nice shots and as you would expect beautifully produced. The launch campaign is customer-focused, featuring Australian’s from the coast, the cities and the country, a destination-based TVC will follow.
Unfortunately the depiction of everyday people is somewhat generic. The “reasons to believe” or think differently about the carrier are absent.
I believe advertising must have a creative message that sells (really!). I’m not sure what I am asked to buy in this ad or what attitude I am expected to change? In other words it is generic.
The previous ad famously became an anthem for all that was great about Australia (and delivered by Qantas).
This seems to lack any proprietary backbone in terms of what is unique about Qantas. Owning the place was one thing that resonated as it is a national carrier going to all parts of the country (less true these days). Owning the people is quite a different proposition that relies on delivering superb service which judging from on-line comments is somewhat lacking of late.
In comparison to the Virgin ad which stressed a fast pace and determined approach to service (…showing staff, service and boasting a lot of planes no less!), this ad falls short on delivering a message that you can grab hold of and believe in. At this stage in the brand journey, people need a bit more substance to believe in.
The compilation logo treatment has a lot more style than substance and is perhaps too wrapped up in the strategy of “Australian’s” versus a clear depiction of the logo, particularly when there are no other clear brand references in the ad – I believe that you can never assume that everyone seeing it knows who it is for.
I completely get where the ad is trying to position the brand, I’m just not sure it is as convincing as it needs to be.
As a recent article put it the new generation of traveller has no emotional attachment to Qantas and its wider significance to the country, also suggesting that:
Qantas is coming home to an empty house, with a sign pinned to the fridge saying, “Your chicken dinner – or beef dinner if we cannot fulfil your first choice – is in the dog” and an ever-growing stack of bills to pay.
A lot of work to be done to change hearts and minds.
Qantas has said that the TVCs are designed to tug on the “heart strings” and to “re-engage emotionally with consumers”.
The final stage of the campaign, which Qantas has labelled the ‘prove’ segment, will make up the lions-share of the rebrand efforts.
Is this another example of the consumer being gently introduced into the sell via a soft emotionally charged entrée? It seems to be a trend amongst bigger budget brands to “engage” emotionally first then sell second with proof points (Commonwealth Bank, Virgin Mobile, Woolworth’s etc).
The cynical might suggest this could be a clever sales tactic by agencies. But I think it is flawed to assume that consumers are interested enough to stay with brands through these different phases (and connect them). The better option is surely to make a single ad (or connected campaign) which can receive significant weight and generate the desired impact emotionally AND rationally (Hyundai, Cannon, The Guardian etc)
The team at Qantas are skilled marketeers with broad budgets and I hope that the rational reasons to fly with them (the proof) will be delivered in the next ad against this emotionally staged backdrop of relating to everyday people.
The problem with this execution is a basic one – marketing 101 really:
“what is actually proprietary and unique about this ad”?
The answer is very little. Added to which, the ‘You’re The Reason We Fly‘ tagline is exactly the same wording used by the now-defunct Carnival Airlines in the USA.
As reported in AdNews, creative leaders have not suggested Qantas plagiarised the positioning, they have chastised the company for using a “generic” statement that could have been used before, and for “not doing their homework”.
McCann executive creative director John Mescall told AdNews: “It’s not surprising this has happened because it is such a generic motherhood statement. This is laziness not plagiarism.
A lazy, generic approach to advertising and the assumption that consumers will be interested enough in the emotional “art” to act or change opinions, shows a lack of insight into the consumer, the category and a lack of belief in the brand’s selling points (which are absent).
Ultimately everyday people will judge this work versus the previous iconic work and more importantly, they will judge the airline by the delivery of a decent service in a highly competitive market.
Unfortunately, I think that this work will fly by them relatively unnoticed.
Every bit of me says I should lambast this work.
Here we have the legends (Grandfathers…) of Rock, the mighty Status Quo, reworking their 1975 hit, ‘Down, deeper and down’, to include Coles’ ‘Down, down, prices are down’.
Quo’s original track was the inspiration behind the supermarket’s grating, but memorable tune introduced last year.
But before I drift off into dismissive hyperbole about the demise of the once great ad industry, a few salient thoughts:
- There is a lot of tongue in cheek in this one.
- Quo were the inspiration for the tune anyway.
- The band seem to be having fun – no doubt acutely aware of the ease of making money from Coles.
The overall impression isn’t therefore that this is a credible Rock band selling out, it’s more a case of here are some ageing Rockers having a laugh at the expense of Coles.
At the same time it delivers the message and as a nod to the original tune is a bit of fun (if a bit of a cringe at the same time). This should appeal to a lot of the mass market and get the tune lazer etched into everyone’s subconscious.
Red guitars on sale in-store apparently.
Funny for a moment, but I only hope we don’t have to endure the joke too often on our screens!
Here are the boys doing their bit:
- Woolworth’s Everyday Rewards ad – the simple talking green pea (sullieseverything.wordpress.com)
Hahn by Publicis Mojo wins, but by the skin of it’s teeth as it wasn’t originally shortlisted and got in via a wild-card vote (another peculiar aspect to Cannes voting).
In such a tough category, an interesting choice. Maybe it’s the Night Rider music as much as the action that makes it memorable? It certainly stands out from the beer crowd and has been recognised for the fact.
- Beer ad wins solitary film gold for Australia at Cannes, sustainability and music key to grand prix winner (mumbrella.com.au)
- The Best Beer Ads Of The Year (huffingtonpost.com)
After much anticipation (in ad circles at least) Woolworths aired the new campaign from Droga in last nights high rating spots. Here is the corporate line:
“Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value. We are building on this and our new campaign marks the start of a new promise to our customers as ‘Australia’s Fresh Food People’.
“A new ad campaign, which commences tonight, features nine real Woolworths Fresh Food people. Our renewed focus on our people is testament to the faith we have that Woolworths’ people are our greatest asset.
“Coupled with that is our new theme song, which highlights the rhythm of the seasons and celebrates that every day, every week, every month of the year, Woolies people open the doors to our stores and bake the freshest bread, serve the freshest fruit and veg and the best quality Australian meat and seafood.
Interestingly the music, written by Frankie Carle‘s “Monday, Tuesday, Wednesday, I Love You” has been used previously by Walmart. The track was re-recorded by Gossling (Helen Croome) in keeping with the original recording by Kitty Kallen with Lawrence Welk & His Champagne Orchestra and made famous by Betty Driver
In a nice twist, Woolworth’s have given you the chance to download for free on their website
The ad is about Woolies people and continues to push the “Fresh Food” promise via these people. I really like the simple, but effective introduction of the word “Australia’s”. Home grown provenance is a big motivator (…if at the right price!)
Many analysts were expecting a bigger leap forward from the new agency, but this is a mega-brand making it’s move and nothing is done without careful consideration. The tone of these ads brings a freshness that has been lacking and does differentiate from Coles celeb advocacy approach.
People are important, but product and prices are dominating the supermarket wars at present, which Coles are perceived as winning through delivery of this message with strong personalities in the Curtis and Dawn ad that resonates well with the viewer.
This ad delivers “year round” love of Woolies by Woolies fresh food people. It demonstrates what we assume are real employees and suppliers who love Woolies. But why should we love Woolies?
It is an expensive looking and beautifully produced piece of work. Watchability is right up there and I actually believe that these people are who they claim to be, which is important in advocate advertising. But is it effective advertising in building loyalty?
The question as to why consumers would love Woolies remains. Seeing people at work in farms, fields and stores might not be enough to give people reasons why Woolies is really the “freshest” in the cut throat world of battling Coles.
Fresh Food People needs qualification since Coles came into the argument. The ad is relevant, certainly interesting, but the motivation for a consumer to believe the Fresh Food promise and why this if different to Coles is the key deliverable.
Assuming people will click into the website for more answers is a big assumption – on-line is the domain of range and pricing (as shown in the great Woolies app). Without this step, there is no qualification to the promise?
Here is an example of what people see when they click – Malcolm the farmer talking about running and potatoes. There is actually some motivating news in there, but should this be the main ad (apparently 12 ads will run so it might well be)? :
Hopefully the campaign develops with rational product and price proof points, still delivered in this strong emotive style to entice the shoppers – perhaps less sexy advertising, but potentially more motivating in today’s climate.
A couple of other interesting points to note are the subtle re-brand (Woolworths moves from red to green). And as reported in Mumbrella, Woolworths will remove walls to behind-the-scenes areas of its stores so that customers will be able to see bakers and butchers in action. The brand will also refit stores with better lighting and address checkout queues. (My local Woolies did this 3 weeks ago by moving the stacked special offers from in front of the tills – and it is still talked about in hushed tones down the aisles…!)
Great advertising engages and entertains, but ultimately needs to sell to us by delivering reasons to believe in the brand promise and motivate us to buy and remain loyal.
Hopefully this campaign will deliver the rational reasons, as well as the feel-good fresh food people.
- Woolworths relaunches brand with new Droga5 work but retains emphasis on fresh food people (mumbrella.com.au)
- Woolworth’s Everyday Rewards ad – the simple talking green pea (sullieseverything.wordpress.com)
- ‘Made in Australia’: Woolworths’ shock revamp (news.com.au)
Advertising as art – art as advertising?
A great journey, but I wish I could see a bit more of the action.
I’ve been a fan for a while. seems like Pogo is getting some recognition that he deserves! http://www.pogomix.net/