If there is something that is more synonymous to Australia than kangaroos, it has to be the warm-hearted sport loving Aussies themselves. Qantas hit the right nail in doing the TV commercial ‘Suitcase’ with champion swimmer Liesel Jones choosing Qantas to fly to the Beijing Olympics. The spirit of Australia, as Qantas has earlier marketed too, is reflected in the ad with hundreds cheering the Olympic participants. The ad encourages the public to send their own videos, which might complement the ad. This sort of strategy to market the brand can be termed as very intelligent and such interactive ads usual garner a lot of success. The campaign was developed by M&C Saatchi, Sydney and Tom McFarlane and other creative guys helped with the ad concept.
Via: Duncans
