Feels Like Home

[QF WP]

Just got the email and watched it. Nice, simple story of multiple pax and their journey from point to point. emotional pull - well aftre all, that's part of the brands job. Will show to my family tonight.

 

[bismarck]

A great campaign. I always loved the "I still call Australia home" campaign and this one pulls on the same sentiment.

There is something special about getting on the Red Roo to come home after a fantastic holiday.

 

[Alanslegal]

Definitely aiming to be a sentimental video. IMO the clip felt way too depressing sadly and without the written information, the clip became almost useless and loss in translation. Did it sway or encourage me to fly Qantas (more)? Nope

Compare this to Emirates "Hello Tomorrow" advertisements which is positive, which makes you want to go, show-casing the world, evoking emotions of wanting to go further and explore. Here's the first clip I refer to:- https://www.youtube.com/watch?v=xG-NGPbtOOk

Going a step further, another clip of theirs is Pele and Cristiana Ronaldo showcasing First Class and their on board lounge. Now, we know >97% of the flyers will never get to fly First Class but the clip solely focuses on that, makes you want it, makes you desire it, makes you more inquisitive to check Emirates and see if travelling is a possibility. Good clips don't have to make sense but as long as they give you enough motivation to take one step forward (and going to a website is good enough), then the clip actually worked. Here's the clip I am referring to:- https://www.youtube.com/watch?v=OFbryriZ3is

 

[BD1959]

Love it - though can't help but think of the closing credits of "Love Actually" in that last scene!

Regards,

BD

 

[RooFlyer]

Due to licencing restrictions, the video cannot be seen in some countries.

That's OK; nothing that a little VPN won't fix.

Interesting age demographics featured ... :-| "We aren't talking to older people here" ??

 

[Timsboot]

Between "you're the reason we fly", "a new spirit" and now "feels like home" - it feels like QF change marketing taglines more often than they refresh wine on long haul Y class.

 

[Pushka]

Very similar to the opening and closing scenes of Love Actually. I think it will appeal to the FIFO people but tend to agree about the end of holidays. But then, it is all about returning to loved ones, and we tend not to do that at the airport. Does it really separate the Qantas brand from any other airline that returns you to home? Maybe I am jaded because Qantas International doesn't fly into Adelaide anymore. So we have to return on Emirates, SQ, Virgin, AirNZ......

 

[roncritch]

Pity I won't feel the same sentiment when I get onto my Emirates plane to fly home as Qantas doesn't fly here. But then we all know Qantas is there for the eastern states ( and I don't include Adelaide in that definition even though Qantas says its eastern state) and not for anywhere else in Australia. As I look at the extra $$$cost of flying from a FIFO town I also can't get too sentimental about the FIFO, at least he can fly to his family. Try flying KTA-PER to see your own family on a weekend....just too expensive! (end of rant)

 

[juddles]

.....I always loved the "I still call Australia home" campaign....

IMHO, after that campaign, there was never a need for any other

 

[yohy?!]

I'm probably not old enough to really 'get' the whole Qantas-is-special-to-aussies thing,

I did choose to fly QF back home for my first year away in Hongkers but of the 4 flights I did take all the sectors in Y were awful so I think the whole feeling is spoiled for me!

Think there is definite room for a parody of this as it is so overly sentimental - perhaps showing the pax trapped behind a screaming baby for 14 hours or receiving a cookie as their meal or having their feet run over by surly cabin crew to arrive home and be stopped by customs or end up in a traffic jam (happy friday)

 

[cmon0005]

I like it Red Roo, well done QF!

 

[Supersonic Swinger]

While these sorts of things no doubt keep marketing departments and advertising agencies in jobs, I question what effect this would have on the traveling public. I'd much prefer the money spent went into competitive airfares, strategic route expansion and properly partnering with OW airline partners...

IMHO, after that campaign, there was never a need for any other

Definitely!

 

[dajop]

Due to licencing restrictions, the video cannot be seen in some countries.

So I am puzzled. This is aquote from the website:

A young woman making an emotional return to Sydney after a year in London; a miner coming home to his family after a long stint in the Pilbara; a little girl coming home from Los Angeles after the trip of her lifetime visiting extended family; a mother living in Hong Kong bringing their new baby home to excited grandparents for the first time; and a young backpacker making his way back from South America. These are the real journeys and real Qantas customers at the centre of ‘Feels Like Home’

It seems there's more of a focus on those going away for longer stays (not just vacationers), including the many Australians living overseas. Yet the commercial can't be viewed in some key markets. I can't view it here in Singapore (either directly or using my work network which at the moment is routing via US based server), yet there is a huge expat community here. It might be all very nice and everything but what's the point if it's not going to be able to "tug at the heart strings" of a key part of the target market?

 

[Anna]

I wish QFi would take me home, but they only fly to SYD MEL BNE.

 

[Homer]

It's nicely done but it's also a lot like any number of sentimental brand campaigns. I wonder whether it does enough to address the real reasons why somebody might choose another airline over QF? I'm also not sure whether the demographic age groups featured will ever see the ad on broadcast television...

 

[PaulST]

Mr Joyce's comments don't seem to match his desire to use cheap offshore labour for cabin crew

Singapore and Emirates use cheap offshore labour and everyone on here raves about them so...

Not a bad ad although I'd like to see a few more planes. I recall ending a fairly rough trip to the Middle East a few months ago and feeling the safest I'd felt for weeks after stepping onto QF128 in Hong Kong.

 

[love_the_life]

Sorry, I must be hard-hearted. I found it sooky! Can't stand all those weeping winnies! I want to tell them to toughen up!

 

[PaulST]

It's nicely done but it's also a lot like any number of sentimental brand campaigns. I wonder whether it does enough to address the real reasons why somebody might choose another airline over QF? I'm also not sure whether the demographic age groups featured will ever see the ad on broadcast television...

They have to go sentimental, though, because that's the only thing they've got. Other airlines are cheaper, have newer aircraft and more routes.
I love QF but there's no doubt there are good (better?) alternatives on most routes.

 

[UP4014]

Singapore and Emirates use cheap offshore labour and everyone on here raves about them so...

Not everyone. While I would use Singapore I would not use Emirates.

Matt

 

[MEL_Traveller]

I like the ad! As others have said - it perfectly captures the moment you see the QF plane taking you home. It's a hard feeling to describe, but they've done it!

But...

It's all very good if you remember that feeling... what about those who don't? Or have never experienced it? What about new passengers who haven't flown Qantas before?

Where are the shots showing me power available at every seat? The extensive IFE? the food and drinks and amenities? The seat comfort?

I think it tickets the box for 'will it keep you flying qantas?', but I wonder if it ticks the box for 'will it make you fly Qantas?'

edited: for some reason missed Homer's post above which asks much the same thing!