Velocity & CHE Proximity Create Expo To Convince Aussies That Holidays Are Better Than Toasters

Velocity & CHE Proximity Create Expo To Convince Aussies That Holidays Are Better Than Toasters
SHARE
THIS



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.

CREDITS

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

CHE Proximity

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

Plaza Films

Director: David Wood

Producer: Lee Thomson

Director of photography: Earl Dresner

Casting: Susie McClean

The Butchery

Editor: Tim Parrington

The Refinery

Online: Drew Downs

Audio: Matt Thompson and Peter McCorqudale

 

Please login with linkedin to comment

Latest News

Heads Up! Late Entries For 30 Under 30 Awards Close Friday!
  • Advertising
  • Marketing
  • Media
  • Technology

Heads Up! Late Entries For 30 Under 30 Awards Close Friday!

Yes, the entries technically closed for B&T‘s 30 Under 30 awards last Friday, but because we know a whole lot of you didn’t get your ducks in a row in time, we’ve extended it for one week only! The 30 Under 30 Awards recognise the most determined, talented and innovative young guns in the industry, and […]

by B&T Magazine

B&T Magazine
News Corp’s Nick Smith Resigns Amid Launch Of New Publishing Division
  • Media

News Corp’s Nick Smith Resigns Amid Launch Of New Publishing Division

News Corp Australia has announced the launch of a new publishing division, the News Prestige Network. The new division will bring together the company’s prestige mastheads into a single publishing division, which will operate The Australian and the Conde Nast International titles Vogue Australia, Vogue Living and GQ Australia. Last year, the News Prestige Network […]

Sunday TV Wrap: MAFS Delivers Debut Smackdown To Australian Sparta
  • Media

Sunday TV Wrap: MAFS Delivers Debut Smackdown To Australian Sparta

Married At First Sight stormed to its best night ever last night and that’s despite the debut of Australian Sparta on Seven. MAFS pulled a whopping 1.54 million viewers for Nine, while Seven would be disappointed with its Australian Ninja-clone that managed a reasonable 816,000. And in worse news for Seven, its Winter Olympics halo is over on the back of […]

by B&T Magazine

B&T Magazine
Vizeum Appointed As Macquarie University’s Marketing Comms Agency
  • Marketing

Vizeum Appointed As Macquarie University’s Marketing Comms Agency

Dentsu Aegis Network-owned agency Vizeum has got its year off to a winning start, having been appointed Macquarie University’s marketing communications agency of choice. Working in partnership with Vizeum in 2018, Macquarie University will be shining a light on how its approach to research, learning and teaching, driven and lived by staff and students, positively […]

Gemba Revolutionises Approach To Valuing Sponsorships With New Platform
  • Marketing

Gemba Revolutionises Approach To Valuing Sponsorships With New Platform

Sport and entertainment consultancy Gemba has unveiled a new platform set to revolutionise the approach to valuing sponsorships by providing both buyers and sellers with the ability to recognise the physical assets as well as the intellectual property of sponsorships. Turnstile has been more than two years in development, with Gemba carrying out extensive testing […]

Aussie Beef Producer Stanbroke Launches ‘Steak School’ Via The Content Division
  • Campaigns
  • Marketing

Aussie Beef Producer Stanbroke Launches ‘Steak School’ Via The Content Division

In what is a rare move for an Australian beef producer, Stanbroke has unveiled an interactive website designed to educate, entertain and engage meat-eaters. Steak School includes articles, blogs and videos about the best cuts of meat for specific dishes, the best way to cook a perfect steak and loads of recipes. The digital platform […]

oOh!media Partners With DSpark Targeting The Chinese Traveller
  • Marketing

oOh!media Partners With DSpark Targeting The Chinese Traveller

Chinese travellers love nothing more than exploring local suburban shopping centres when visiting Australia, according to an in-depth analysis of mobile roaming data by DSpark and oOh!media. This is one of the key insights that has emerged from a study by DSpark (read more here), a global mobility intelligence company and oOh!media undertaken to help […]

by B&T Magazine

B&T Magazine
ACCC Seeks Media Submissions Into Its Probe Into Facebook & Google
  • Media
  • Technology

ACCC Seeks Media Submissions Into Its Probe Into Facebook & Google

The Australian Competition And Consumer Commission (ACCC) has called for submissions from Australian media outlets and publishers to determine if the likes of Facebook’s and Google’s algorithms have breached consumer protection laws. The ACCC is conducting a public inquiry into the impact of digital platforms on competition in media and advertising services, namely in relation to […]

by B&T Magazine

B&T Magazine
Merrick Watts Is The ‘Celebrity Intern’ In New American Express Campaign By Marcel Sydney
  • Advertising
  • Campaigns

Merrick Watts Is The ‘Celebrity Intern’ In New American Express Campaign By Marcel Sydney

Creative agency Marcel Sydney has teamed up with American Express to give small businesses owners the help they need; introducing the ‘Celebrity Intern’. The new campaign supports the American Express Business Explorer Credit Card, which was launched last year to give small and medium-sized businesses greater flexibility in managing their cash flow and greater rewards […]

Image lead story Mindshare Wins APN Outdoor’s Melbourne Site Challenge
  • Advertising
  • Media

Mindshare Wins APN Outdoor’s Melbourne Site Challenge

A team of APN Outdoor’s key agency clients embarked on the ultimate Site Tour last week, teaming up with a representative of the out-of-home player in an Amazing Race-style challenge across Melbourne. Over a period of three hours, the teams battled to the finish line, travelling over 40 kilometres and visiting more than 35 of […]

KFC Unveils Glorious Apology Ad, As Angry Customer Who Went Global Offered Year’s Supply Of Chicken
  • Marketing
  • Media

KFC Unveils Glorious Apology Ad, As Angry Customer Who Went Global Offered Year’s Supply Of Chicken

As you’ve no doubt been reading, KFC in the UK has gone a whole week without any chicken (caused by a delivery issue), causing stores across the country to shut and customers to fume. Thankfully, for England’s Zinger lovers, the trucks are rolling once again and the Colonel’s finest is once again hitting deep-fryers the nation […]

by B&T Magazine

B&T Magazine
Office Choice Appoints Spinach To Handle Data & Digital Media
  • Marketing

Office Choice Appoints Spinach To Handle Data & Digital Media

Franchise office supplies business Office Choice has appointed Melbourne full-service agency Spinach to handle its digital media, in addition to a large-scale, business-wide data project. The Australian owned and operated independent group of local retailers called on Spinach to review the performance of its digital assets across the entire franchise network, which spans more than […]

Facebook Will Soon Be Able To Tell How Rich (Or Broke) You Are
  • Media
  • Technology

Facebook Will Soon Be Able To Tell How Rich (Or Broke) You Are

Facebook already knows a stack about you – your age, sex, where you live, where you are at that very moment, even your political leanings. And in its latest plan for world domination, apparently Facebook’s tech brains are trying to work out your financial status too – be you rich or broke. And you can bet you’ll […]

by B&T Magazine

B&T Magazine
How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers
  • Marketing

How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers

Social media titan SnapChat released their latest app update earlier this month. The feedback has been brutal on social media with influencers like Kylie Jenner voicing their displeasure. With 128.5 million followers on Twitter and Instagram, Kylie Jenner is a trendsetter who can easily sway what is considered cool and what isn’t within Snapchat’s key […]

by B&T Magazine

B&T Magazine
News Corp Unveils New Branding TVCs For Its Dailies Via Big Red
  • Campaigns

News Corp Unveils New Branding TVCs For Its Dailies Via Big Red

News Corp Australia’s new TV commercials themed ‘We’re for you,’ aired last night in Sydney, Melbourne, Brisbane Adelaide and Hobart. The 15 TVCs, via independent creative agency Big Red, promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury, an dtakes News Corp’s ‘We’re for you’ brand positioning to the next level. Tony […]

AWARD Awards To Be Judged By 88-Strong Jury
  • Advertising

AWARD Awards To Be Judged By 88-Strong Jury

A total of 88 jurors made up of creatives, senior marketers, senior management, senior planners, directors, and production company specialists will be tasked with selecting the 39th AWARD Awards winners. Online pre-judging will be conducted from until Friday 9 March 2018, and in-room judging from Thursday 15 March to Monday 26 March. This year’s jury […]

Capgemini Helps Change Lives Of Vulnerable Young Aussies
  • Technology

Capgemini Helps Change Lives Of Vulnerable Young Aussies

Consulting and tech firm Capgemini has announced a pro-bono relationship with Big Brothers Big Sisters Australia (BBBSA) to help deliver an improved online management system to enable more young Aussies to have the opportunity to realise their full potential. The agreement has seen Capgemini implement a Microsoft Dynamics 365 solution to assist BBBSA to streamline […]

Tropfest Film Challenge Winner Launches Agency-Focused Production Company
  • Media

Tropfest Film Challenge Winner Launches Agency-Focused Production Company

An award-winning filmmaker has launched a production company which partners exclusively with advertising agencies looking to produce commercials and online content for brands. Ben Kumanovski (pictured above) recently won the Holden 7 Second Film Competition at Tropfest for his film In-Laws, about a defiant wife serving up fairy bread for lunch to the in-laws. The […]

AI: Not Just A Marketing Buzzword
  • Marketing
  • Opinion
  • Technology

AI: Not Just A Marketing Buzzword

In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, explains why AI will empower, rather than replace, marketers. With the media currently bombarding CMOs and CEOs with messages of how AI will impact the workplace, the c-suite are facing the critical question of how much their employees’ work will […]

Opinion

by B&T Magazine

B&T Magazine
Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent
  • Marketing
  • Media

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent

Women’s Health has unveiled its latest Women in Sport (WinS) mentoring initiative, ‘Life After Sport’, together with principal partner Toyota. The initiative saw high-profile sporting identities and industry leaders, from business to media, share career wisdom and experiences with some of Australia’s elite female athletes, imparting advice on how to maximise their potential and set […]

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle
  • Campaigns
  • Marketing
  • Technology

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle

Beer brand Heineken has launched its very own chatbot on Facebook Messenger that invites consumers into the world of Formula 1. The chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, […]

New Online Directory To Help Companies Mitigate Data Breaches
  • Advertising
  • Marketing
  • Media

New Online Directory To Help Companies Mitigate Data Breaches

The Association of Market and Social Research Organisations (AMSRO) has launched an online directory for its Trust Mark in the wake of a significant amendment to the Privacy Act regarding data breaches. The directory helps to guide companies seeking market and social research to choose a research company that protects its reputation and minimises risk, and only […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]