Embracing Instagram’s new ads in Stories format, Australia’s leading airline Qantas launched its first brand campaign for branded content platform AWOL. The campaign helped drive brand awareness, ad recall and recommendation among a millennial audience.

Off the beaten track

AWOL is Qantas’ branded content proposition developed in partnership with Junkee Media. Inspired by the iconic Qantas brand, AWOL takes a unique approach to travel content to inspire a millennial audience to experience new adventures.


lift in brand awareness among millennials


lift in brand awareness among males aged 18–24


lift in ad recall among females aged 18–24


lift in ad recall among males aged 25–34

At Qantas, we’re constantly innovating to tell our brand story in new, creative ways on mobile. Instagram was a natural fit to launch the first brand campaign for AWOL because it resonates with the millennial audience and allows us to tell really impactful visual stories that move brand metrics.
Clarabella Burley, Digital Communications Manager, Qantas
Taking flight with millennials

Qantas wanted to drive brand awareness for AWOL, particularly among a millennial audience, using a new creative format that appealed to the playful, unique nature of the AWOL platform.

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Technology transforms travel

For AWOL’s first brand campaign at scale, Qantas used Instagram’s ads in Stories to connect with mobile-savvy millennials.

Qantas and AWOL’s partner Junkee Media teamed up with Facebook Creative Shop to produce mobile-friendly ad creative that felt natural within Instagram Stories. The full-screen vertical video format provided a new, and exciting way to engage and inspire a millennial audience.

The brand repurposed existing assets for its ads in Stories, coupling rich travel imagery with Qantas’ iconic branding. The creative reflected AWOL’s core values by telling a visual story that highlights unique travel experiences and inspiring content. The stunning yet simple creative took the audience on a journey across various destinations to inspire travelers to embark on new adventures.

Qantas had great success with the month-long campaign, resulting in a 3-point lift in brand awareness overall, and a 4-point lift in brand awareness among males aged 18–24. Among females aged 18–24, the campaign saw an uplift in ad recall by 4 points, with a 5-point lift among males aged 25–34.