Qantas Points Quest

client: qantas

agency: razorfish

role: concept & copywriting

Qantas Frequent Flyer is the largest loyalty program in Australia with more ways to earn points than any other program. The launch of their new Online Mall provided members with even more ways to earn points - so many that the program started to become confusing and overwhelming.

Qantas Points Quest was created to re-launch the Qantas Points program and familiarise Australians with the everyday products and partners that they can earn points with in a way that was fun, engaging and simple to understand.

The game existed on a responsive microsite, inviting people to explore an 8-bit world to find hidden items that were randomly generated each time they played. Individual items showed people the ways they could earn Points, covering off everything from flights and grocery shopping at Woolworths to buying a canoe on eBay. By playing, members discovered the new and unexpected ways they could earn points and be rewarded.

Originally only pitched as the digital component of the campaign to re-launch Qantas Points, the 'World of Qantas Points' ended up informing all digital and ATL creative across social channels, digital media, magazine ads, outdoor billboards and even boarding passes.

Results

ENTRIES
Over 1.2 Million Entries Received

PLAY TIME
The average user spent 15 minutes playing.

NUMBER OF PLAYS
The average user played the game 5 times.

Creative Team

Creative Director
Sándor Moldán

UX Director
James Earp

Concept, Copywriting & Game Design
Robert Mead

Concept & Copywriting
Nicole Hedemann

Pixel Artist
Joe Pendon

Junior Designer
Mel Kaw