The Next Generation Check-in is revolutionising the check-in and travel experience for Qantas Frequent Flyer members.
A world first, the permanent Q Bag Tag houses an RFID chip that synchronises a customer's flight booking data on thier Qantas card, mobile or paper boarding pass with thier baggage, eliminating the need to attach paper bag tags.
Also containing RFID technology, the new Qantas card holds personal details and current flight information. One touch of this Qantas card at a new Q card reader allows the card holder to check-in in just 5 seconds, replacing the need for a printed boarding pass.
Team
Pack and Q Bag Tag produced and manufactured by Buzz
Permanent Q Bag Tag designed by Marc Newson
DM Pack, Qantas card and brochures designed by Ogilvy, Sydney
Global airline traffic is increasing, meaning airports are becoming more crowded and queues are getting longer. Longer check-in times are resulting in higher operational costs and less personalised service. To avoid these costs being passed onto customers, Qantas felt the airport journey needed to be more streamlined - giving customers greater ease and faster check-in. As a result Qantas started an innovative initiative to revolutionise the domestic airport check-in process.
Buzz were approached to partner with Qantas to create and develop a state-of-the-art, designer-inspired bag tag that securely houses RFID technology and accompanying premium packaging for the launch pack.
Working with Design Director for Qantas, Marc Newson, Buzz took the idea from a loose sketch to reality, overcoming many challenges throughout the project. New moulding techniques, software and scanning technology for the RFID had to be developed.
The final result is not only gorgeous and tactile, but a highly resilient product. Qantas and Buzz were able to deliver the latest product in RFID technology for baggage handling and effectively position Qantas as a world leader set to revolutionise the travel industry.
The Next Generation Check-in launch packs were distributed to all Platinum, Gold and Silver Frequent Flyers. This replaced thier existing Qantas Frequent Flyers card in time for the launch of Next Generation Check-in at the Sydney domestic airport in November 2010. Many of these customers would be getting this pack outside of thier ususal anniversay pack, so a pack that would standout was required to get attention and ensure people not only kept it, but also used thier new Qantas cards and Q Bag Tags.
The core idea of the pack was based around the idea of the excitement that one would get from opening a chest of treasure. A purity seal wrapping the pack engaged the recipient with the line 'Introducing a new way to fly' written on it. Once this slid off, the hinged pack opens to present the customer with their newly designed Qantas card, embossed with a dynamic 3D Roo graphic. This is framed either side by Marc Newson designed Q Bag Tags. Finger holes built into the pack ensured the recipient could easily remove the brochure and read more about Next Generation Check-in.
Launching Next Generation Check-in was a complex marketing project. It required tier specific communications to over 600,000 Qantas Frequent Flyers about how to use the new technology in airports. It also had to explain the functionality of thier new Qantas card and Q Bag Tags, ensuring they could reap the benefits of speed and ease through the domestic airport.
A number of factors had to be considered, including:
- The elements the pack had to house - 2 Q Bag Tags, Qantas card and 2 brochures.
- Weight and size restrictions of AUS postage medium size.
The Next Generation Check-in Q Bag Tag and Qantas card replace the need for traditional printed luggage tags and paper boarding passes.
The Q Bag Tag materials have been selected for thier durability and robust nature. This provides longevity of the item and extends the life span of the product as it reduces the need for constant replacement.
Layered card has been die cut to create a cavity to house the Q Bag Tag within, making the need for a plastic vac tray redundant.
The Launch Pack is also light weight, making postage more efficient.
2010 Melbourne Design Awards
Product Design - Consumer
This award recognises a component or overall product. Consideration given to aspects that relate to human usage, aesthetics, selection of components and materials, and the resolution of assembly, manufacturing and the overall function.
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