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To build awareness of the broad offering the Qantas app offers and encourage usage, Lifehacker created a content and advertorial series to educate and inspire the Australian market.

THE OBJECTIVE

In the past, the Qantas app was unstable and many customers reported having a bad experience with it either crashing, or some features not being easy to use. Qantas have since re-platformed the app and required a campaign to drive awareness of the improved travel features of the app to give customers confidence in booking and managing their travel journey with Qantas.

THE STRATEGY

Allure Media and Qantas teamed up to re-establish the Qantas app by borrowing the trusted editorial voice of Lifehacker. To build awareness of the broad offering the Qantas app offers and encourage usage, Lifehacker created a content and advertorial series to educate and inspire the Australian market. The content series was coupled with a strategic display strategy using high-impact display to keep the app top of mind with consumers,
plus Allure’s data segment targeting readers interested in travel.

5 x Native Articles

3 x Advertorials

2 x Article Reposts

Rich Media Display

Targeted ROS Activity

To change peoples perspective of the Qantas app, Lifehacker strategically created 5x native articles to provide readers with the best travel hacks ranging from the best airport lounges, best tech to take on a trip, and the cheapest ways into a major Australian airport, plus more, all integrating the Qantas travel app and providing readers with useful insightful content. This was partnered with 3x advertorials to provide more detail on the Qantas app that was integrated into stories showcasing the direct benefits of using the app.

To strengthen the campaign, display media was showcased across Lifehacker for the length of the campaign using high-impact takeovers across multiple verticals and used Allure’s data segment to directly target readers interested in travel to ensure we were reaching the ideal reader.

THE RESULTS

Overall, Qantas & Lifehacker successfully drove awareness of the improved travel features of the Qantas app, providing Qantas customers with confidence when booking their travel. To measure the performance of the campaign, Allure teamed up with third-party research provider Nielsen to allow Qantas to quantify the overall success of the campaign.

Combined Page Views

17.6k

Total Impressions

3.06m

Brand Uplift

7.3%