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.
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.
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.”
“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.
Velocity Frequent Flyer
Chief Marketing Officer – Dean Chadwick
Head of Customer Marketing – Steve Baird
Innovation Lead – Ella Gowland
Modelling and Insight Specialist -Tracy Lam
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 Company – Dutch Uncle Agency
Founder: Helen Cowley
Senior Agent: Joel Minter
Illustrator: Noma Bar
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