Virgin Australia’s loyalty program, Velocity Frequent Flyer, has followed up its ‘Billion Point Giveaway’ campaign with ‘The World’s Biggest Points Exchange Expo’.
The campaign is designed to educate Australians that their points are better off with Velocity, particularly with this month’s 15 per cent bonus.
The second month long mini-series of the year, created by CHE Proximity, follows the highlights of the expo featuring Velocity staff who are helping members value their precious credit card, flybuys or hotel points.
Over 15 films have been created to appear in addressable digital media and on TV, boosted by out of home, display, search and in-airport activity.
Both owned and paid media have been planned together to ensure a sequential story unfolds for every viewer no matter what channel they’re in.
Addressable channels will allow people to see the most relevant parts of the expo, based on a number of data points including demographics, previous behaviour and interaction with the campaign.
Australians will be invited to attend the expo via an online experience, where they can have a ‘conversation’ with a Velocity Valuer about their points.
Dean Chadwick, chief marketing officer at Velocity, said: “Research told us that many people don’t understand the value of their points and we know moving them to Velocity is a great option – especially with our 15 per cent bonus.
“So, we needed something that was designed to educate but executed in a very watchable way. Putting our ‘staff’ in an expo and letting people watch it unfold felt like a great solution.
“We’ve also pushed our media model to make it smarter and more relevant to the viewer than ever before, which allows us to release new videos into the mix throughout the month so they want to keep watching.”
Ant White, executive creative director at CHE Proximity, said: “Our biggest creative opportunity these days is to find ideas that allow us to create content to stay relevant and watchable for each of the different audience groups over long periods of time.
“We wanted to make this work feel like we were covering a ‘live event’, rather than creating a couple of films that lose relevance over time.”
David Halter, managing director of CHE Proximity, said the agency is very proud of the work it has done on Velocity, and there’s some exciting opportunities ahead.
“This is just the start of our partnership with Velocity. The intern mistake in ‘Billion Point Giveaway’, and now a follow-up series about a giant expo, will help form the backbone for the brand going forward,” he said.
“We’re trying to find a tone that makes us very different from other frequent flyer programs, whilst using our media and technology capability to tell the stories in smart ways.”
Velocity’s ‘World’s Biggest Points Exchange Expo’ will run until the end of November.
Velocity Frequent Flyer
Chief marketing officer: Dean Chadwick
Head of customer loyalty: Steve Baird
Marketing specialist (brand): Renee Thorpe
Marketing adviser: Annabel Brusasco
Partnerships manager, financial services: Sam Fleming
Performance marketing manager: Rino Do
Digital product manager: Belinda Landry
Executive creative director: Ant White
Managing director: David Halter
Group creative director: Brian Jefferson
Senior art director: Daniel Davison
Senior copywriter: Ashley Wilding
Head of design: Jason Young
Senior digital designer: Vanessa Saporito
Copywriter: Josh Thompson
Group account director: Mia Matulic
Senior account director: Sam McGown
Account director: Jess Mitchell
Media account director: Nicholas Noel
Senior account manager: Adam Kotecki
Account coordinator: Caitlin Adler
Senior strategic planner: Bea Teehankee
Senior producer: Sam Yeomans
Senior editor: Damian Capicchiano
Digital products director: Jamie Metcalfe
Senior digital producer: David Cooper
Digital producer: Hazel Titus
Technical lead: Marjia Yeasmin
Front-end engineer: Shaune West
Back-end engineer: Harsha Udayanga
Interaction designer: Rollo Hardy
Digital designer: Jess Knollmeyer
Front-end developer: Lincoln Lee
Production manager: Natalie Hort
Investment manager: Christina Webb
Investment trader: Elizabeth Lonsdale
Head of experience (media): Calvin Cain
Experience strategist: Hannah Garcia
Director of experience (CRM): Sonya Bennett
Head of performance: James Shaw
Experience manager: Ryan Townsend
Performance director: Jamie Deehan
Performance executive: Elaine Yang
Performance manager: Elliot Tindale
Programmatic manager: Tien Tran
Director: David Wood
Producer: Lee Thomson
Director of photography: Earl Dresner
Casting: Susie McClean
Editor: Tim Parrington
Online: Drew Downs
Audio: Matt Thompson and Peter McCorqudale