One intern at Velocity Frequent Flyer (the loyalty program of Virgin Australia) has made a spectacular blunder by “accidentally” giving away one billion points instead of one million, and to the company’s credit, it has chosen to honour the “mistake”.
In the early hours of Monday morning, Velocity Frequent Flyer members were “accidentally” sent an email offering them a share of one billion bonus Velocity points if they transferred their points over from their bank credit card – an offer that was signed off by “Tim the intern”.
By midday, Velocity admitted its ‘mistake’ and agreed to honour the extra 999 million points.
The offer is the launch phase of a month-long campaign via CHE Proximity that will play out like a mini-series. The campaign consists of over 40 different videos that document the impact of giving away that many points.
Print, social, digital, airport lounges, and Virgin Australia in-flight announcements will be used to amplify the campaign over the month. Velocity’s marketing team will also search for a new intern who is “good with numbers” via LinkedIn.
All content will ultimately direct consumers to claim their share using a specially built points calculator that lets them evaluate how many points they will benefit from, thanks to ‘Tim the intern’.
To claim a share of the one billion points, members can move their credit, charge or Flybuys card points over to Velocity before the end of May.
Velocity chief marketing officer Dean Chadwick said: “We wanted to reframe our traditional 15 per cent bonus campaign and inject some humour to resonate with our members.
“Australians don’t often know that they can easily move their credit card rewards points to Velocity to go on great holidays with family and friends.”
Ant White, executive creative director at CHE Proximity, said: “We were asked to enter into unchartered territory for Velocity with this campaign and do something unique for the brand.
“Blaming the intern felt like a fun and human way to do it. Let’s face it – we’ve all been that guy or girl. But instead of approaching it like a bunch of ads, we created a content series that plays out on screens and in the real world for one month.
“Everything we did for this campaign had to be crafted and feel authentic to the Velocity brand and its ties with Virgin Australia. From the first email, to the in-flight announcement, to the website experience and even the media placements, it was a huge team effort.”
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]