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

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