CHE Proximity Unveils Latest Work For Velocity Frequent Flyer

CHE Proximity Unveils Latest Work For Velocity Frequent Flyer
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Velocity has unveiled its latest outdoor and press campaign by CHE Proximity that celebrates Velocity Frequent Flyer reaching 10 million members in the program.

The campaign plays on surprising insights about how Australians are spending (or not spending) their points, visually linking members’ behaviours to top global trending topics including Trump and Brexit.

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CHE Proximity worked with world-renowned illustrator Noma Bar to create a series of eye-raising designs which include Boris Johnson getting kicked in the face, Trump being held in chopsticks and, well, Byron looking very relaxed.

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Dean Chadwick, Velocity chief marketing officer explained: “Virgin brands are famous for finding new ways to disrupt categories and stay relevant. It’s our job to look at how our members are engaging with the Velocity program, and find ways to make it more rewarding. We found some interesting insights linking topics that are culturally trending with the habits of our members. We explored this, and struck gold. Our challenge was to then find an entertaining (uniquely Virgin way) to promote our program and we hope this makes our members smile.”

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“When we were asked to celebrate how Velocity’s 10 million members were using the program, we knew we had to find a fresh way of presenting the data. Luckily, Australia’s flying habits have amusing parallels with topics that frequently make headlines around the world.” added Ashley Wilding, Creative Director at CHE Proximity.

The ads will run in outdoor media across the country as well as some press and digital activity. 

Campaign Credits

Velocity Frequent Flyer

Chief Marketing Officer – Dean Chadwick

Head of Customer Marketing – Steve Baird

Innovation Lead – Ella Gowland

Modelling and Insight Specialist -Tracy Lam

CHE Proximity

Chief Creative Officer – Ant White

Creative Directors – Ashley Wildling, Daniel Davison

Senior Designer – Vanessa Saporito

Chief Strategy Officer – David Halter

Chief Media Officer – Ben Sheppard

Head of Media – Daniel Bradley

Media Product Executive – Cam Toohey

Investment Manager – Elizabeth Lonsdale

Client Partner – Katie Dally

Group Account Director – Sam McGown

Senior Account Manager – Laura Eagleton

Account Manager – Brandon Rahme

 

Production

Production Company – Dutch Uncle Agency

Founder: Helen Cowley

Senior Agent: Joel Minter

Illustrator: Noma Bar

 

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