ЗаголовокThe Billion Point Giveaway
BriefHow do you promote frequent flyer points in an entertaining way? Meet Tim, the intern who "accidentally" offered one billion free points to Velocity Frequent Flyer's 7.5 million members. The ensuing drama played out in a 40 episode online series. We see Velocity’s employees go fro denial to: “We’re going to need more planes." Unlike most dramas, where viewers tune in, this series "found" its audiences, remembered their past behaviour and served tailored content directly to them, making each customer journey unique.
Агентство
Кампания The Billion Point Giveaway
Рекламодатель Velocity Frequent Flyer
Бренд 15% Velocity Frequent Flyer Bonus
PostedНоябрь 2017
Бизнес сектор Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы
История The previous four 15% bonus campaigns saw modest transfer increases despite strong media investment, necessitating headline-making creativity to shake the category and reinvigorate member relationships.

Meet Tim, the intern who ‘accidentally’ sent an email to some of Velocity Frequent Flyer’s 7.5M members offering a slice of 1 billion (instead of 1 million) Points when they transfer reward points to Velocity.

The ensuing dramatised consequences played-out in a 40-part mini-series during May. We follow Velocity’s employees as they go from denial, “what points?”, to realisation “We’re going to need more planes”. The implications of these high value Points flooding the market was contextualised with executions, ‘that’s something like 100,000 upgrades!’. Velocity employees eventually move to acceptance and relief “one week, just one week” - driving urgency in the campaign’s last days.

Unlike most dramas - where you tune in - this series found you, knew what you had seen, your past transfer behaviour, and served tailored content to you when you went online, making each customer journey unique.

Velocity’s first-party customer database was dissected into nine identifiable cohorts. Lookalike modelling was applied to high-value cohorts and budget directed to cultivate established customer relationships - increasing propensity for high-value conversions.

To help target non-transferring members and delivered new-member growth, we built an addressable audience across Facebook-3.4M and DBM-1.2M to predict conversion likelihood and refined owned contact strategies creating bespoke messaging across all channels.

Audiences were also targeted holistically with owned and paid media, including display banners, social posts, LinkedIn (where Tim job hunted), and in-airport collateral.

Consumers were then driven to a fully-responsive online microsite containing a purpose-built Points calculator. People entered in the amount of points they wanted to transfer, then a ‘result’ told them how big their share of points was and where they could go with them.
Проблема The core of Velocity Frequent Flyer, the loyalty program of Virgin Australia, is to get people earning Velocity Points.This can be done in a myriad of ways. But the goal is to tap into the ‘everyday spend’ that approximately 7 million Australian’s (roughly 45% of Aussie consumer card holders) put on a credit card that earns some sort of rewards points.Velocity operates an ‘in-direct model’ and must encourage people to move these reward points to Velocity. People then use these points to take a flight with Virgin Australia or partner airlines.To encourage these transfers, Velocity have a bi-annual offer where members receive an additional 15% bonus points when they transfer these reward points to Velocity in May or November.
Тип медиа Анализ ситуации
Продакшн Студия
Креативный директор
Копирайтер
Арт-директор
Фотограф
Директор
Продюсер Продакшн Студии
Продюсер Продакшн Студии
Продюсер агентства
Продюсер агентства
Продюсер агентства

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