Qantas “The Spirit”

These two newspaper ads from Qantas serve very distinct communication needs and both are successful in different ways.

Key findingsQantas "The Spirit"

These two ads for Qantas are not directly comparable as they serve two very distinct communication needs and both are successful in different ways.

The Spirit

  • The ‘Spirit’ ad is seen as a visually pleasing piece of communication, scoring well on creative diagnostics such as ‘Has a great image’, ‘Catches my eye’ and ‘Looks good’ and this is reflected in research verbatims
  • This ad achieves strong scores for Affinity however some comments indicated confusion over key messages
  • Because the ad is one component of a multi-tiered strategy, it struggles to stand alone in testing.

Stronger “Informational” ad

  • Conversely, the ‘Stronger’ ad is perceived to be cluttered and looking a little dull, however, this ad scores high numbers for Reappraisal, Information and speaking to the Public Agenda
  • Of those respondents who understood the key messages within the ad, research verbatims demonstrated a high degree of understanding around key issues…and for them, the level of information provided, was a good thing.

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