The campaign, ‘Good Serge’, features a 13CABS driver called Serge who conveys an important message to commuters: do not put up with surge pricing. Primarily using a digital approach with support in outdoor and radio, the Serge campaign tackles a timely issue, says Jim Ingram, who is part of the creative direction at THINKERBELL.
“When the trains in Melbourne went
down a few weeks back, a particular ride-sharing hongkong cell phone database company surged their prices by 3.6 times! We want everyone to know that with 13CABS, there’s no surge pricing, just Serge driving,” Ingram says.
“On that note, 13CABS actually has a lot of drivers named Serge – so the campaign not only communicates a timely message but also gets the message out in a fun way.”
The Serge campaign kicks off today
with digital advertising and is the first cab off the rank for 13CABS’ new communications approach.
Qantas Frequent Flyer has launched a new campaign prompting members to ask ‘Why Not?’ when considering using their points for trips and experiences.
The ‘Why Not?’ campaign, developed in partnership with BWM Dentsu Sydney, tells stories of members who’ve earned points and used them for a variety of benefits.
The six-week campaign will appear across TV,
outdoor, in airport terminals, digital social media and Qantas-owned media including eDMS, inflight entertainment, inflight magazines and online on qantas.com and qantaspoints.com.
Creative celebrating Qantas Frequent Flyer’s 30th anniversary has been running in Qantas terminals and on the back of boarding passes and Qantas Frequent Flyer member material.
“We uncovered the insight that when you pay for something with points, it’s different,” says Asheen Naidu, executive creative director at BWM.
“Points are a different type of currency – one that gives people the permission to do the things we wouldn’t normally do with our own money. So we created a campaign that championed the freedom Qantas points gives people,” says Naidu.
The video ad campaign, directed by Collider’s Rob Stanton-Cook, features the Randy Newman track ‘Feels Like Home’ as its soundtrack.