The 787-9 Dreamliner: Qantas's most significant fleet investment.
Case study 04 · Qantas · 2016–18
Launching a brand-new aircraft and Australia's first non-stop flight to Europe, with no access to the actual plane. The campaigns became Qantas's strongest performers to that point across brand health and ticket sales.
How do you connect people with a journey they've never taken, on an aircraft they've never flown? The Dreamliner enabled Australia's first non-stop Perth to London flight: the most significant fleet investment in Qantas's history, with the science of long-haul comfort built into every detail, from cabin pressure to lighting calibrated to reset body clocks.
The world was still learning what “Dreamliner” meant, and we had no access to the physical aircraft, which hadn't yet arrived in Australia. The answer was to stop selling the plane and start selling what the plane makes possible: closing the distance between Australians and the people, places and parts of themselves that matter most.
The 787-9 Dreamliner: Qantas's most significant fleet investment.
Managed briefing, creative development, agency relationships, media planning and full rollout for Feels Like Home III and Why Fly Qantas across TV, digital, social, print and airport environments.
Neither campaign had access to the aircraft. Everything was built through CGI, purpose-built seat rigs and careful production problem-solving.
Delivered Qantas Dream Windows, an AR installation connecting Sydney and London in real time, and Fly the Dreamliner, a phone-as-controller game and brand first.
Two emotional stories shot to cinematic standard: a couple separated between Perth and London reunited by the new route, and a UK family in Perth surprised with tickets home. No features, no pricing. It was about what it means when distance shrinks, and what that makes possible.
Dream Windows placed replica Dreamliner windows, each 65 per cent larger than a conventional aircraft window, simultaneously in Sydney and London. Strangers on opposite sides of the world interacted in real time, with flights given away as the hero moment. The social launch video set a cost-per-view benchmark of $0.02 against an industry standard of $0.15.
“Both campaigns broke Qantas brand health and ticket sale records.” · Campaign outcomes, 2017–18