For many corporate employees, receiving a boring Out of Office automatic response is a daily occurrence. Most of us don't read the entire email, if we bother to read it at all. But what if an Out of Office email could be transformed into a storytelling tool? We wanted to give the outdated automatic out of office email a new face, allowing employees to share with their colleagues their adventures, while implementing Qantas branding and encouraging others to travel and explore.
Travellers are inspired by the journeys of those they know and trust. Using the power of social media and the efficiency of eDMs, we were able to transform the plain, pre-written Out of Office email into a beautiful storytelling tool that also inspires the recipient's next journey.
The Qantas Out of Office Travelogue is a real-time travelogue that updates with your latest Instagram photos. Instead of telling your colleagues you'll get back to them on Monday, you can show them your adventures outside of the office. Using #qantasoutofoffice, you can hand pick which Instagram photos you'd like to share, and which ones you don't.
In a world-first use of Instagram's API, we turned every out of office email into a personalized visual storytelling tool that inspires travel and allows recipients to book flights directly from the email. With 80,000 people heading out of the office daily on Qantas flights alone, we were able to capture a slice of the market we might not otherwise reach.
While Qantas Out of Office posted its own unique set of challenges, the results we've seen show the appetite travellers have for showing off their adventures to their co-workers and friends.
We created an innovative new interactive media channel, social sharing platform, digital product and sales tool for one of the world's biggest airlines.
"Genius" - Lonely Planet
"Thank you, Qantas" - Harpers Bazaar
"A pretty great way to make all your friends...jealous of your travels." - Gizmodo
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