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The superb upping of the 2005 safari inspires an optimized and strange “Vic” with Conversive Technology. On September 4th through the 29th in 2006, Qantas airways feature the Vic’s Daily giveaway in conjunction of the success of the first giveaway in 2005. In order to set itself apart from other promotion available online, Spacedog and Conserve, a forerunner in Customer Self Service automation, to create a website host taking the form of a friendly koala bear who is capable of responding to inquiries regarding Quantas products, services, and travel information about routes to Australia and New Zealand. The combination results in a conversation engine and a persona driven sweepstakes entry process that draws in each customer. Innovative Campaign
Power the promotion and represents an efficient way to break free of the one to many communication model by addressing visitors individually. This achieves the goal of reinforcing the Qantas brand message and superior customer service. All collected conversational information will be used to improve future Qantas sales team and marketing campaigns.Interactive Marketing
“Vic” as a site guide with a primary goal to entice Qantas’ online audience to stop dreaming and start planning their trip Down Under. After analysis of the 2005 campaign is was revealed that the mean brand interaction talk time was 8 minutes and 25 seconds. Just over half of the contest participants then chose to receive the Qantas eTravel Club publication. During the month of the promotion there was a 36% increase in the number of visitors when compared to the average of the preceding 12-month period. digital communications
95% started the koala survey actually finished it while the other 84% entered the contest started the optional travel behavior survey from koala. see that 24% of people who started a Vic session came back to chat with Vic again during the month long promotion.
“This project cost less than a sweepstakes we would host on a media partner’s website though it does require more resources,” commented Suzanne Hornwood Appel, eCommerce marketing manager for Qantas. Quantas was able to save tremendously on the total budget by taking advantage of internal promotional assets, creating marketing opportunities by utilizing prizes supplied by key partners and a flourishing word of mouth campaign.
Dustin Callif of Spacedog, Inc indicated his excitement regarding the opportunity to work with Qantas again. “Our research showed that the target demo for Qantas is more conversational in their web usage, making the Conversive technology a perfect fit for this promotion. Conversive to create a Yahoo Widget that allows site visitors to receive daily prize updates and winner alerts directly to their desktop that pull from a dynamic XML feed. The “Vic” widget lets people get news from the online site in an amusing and interest catching way and advertises “Vic’s Daily Giveaway” promotion when the messages come directly from Vic.
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