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
OOH Media vendor
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]