#WINRICHARDSPOINTS

Title#WINRICHARDSPOINTS
BrandVELOCITY
Product / ServiceFREQUENT FLYER REWARDS CARD
CategoryB04. Consumer Services
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA
PR Agency PORTER NOVELLI SYDNEY, AUSTRALIA

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
Luke Hawkins Clemenger BBDO Sydney Creative Director
Denny Handlin Clemenger BBDO Sydney Copywriter
Nick Bonney Clemenger BBDO Sydney Art Director
David Halter Clemenger BBDO Digital Planning Director
Toby Clark Porter Novelli Senior Social Integration Manager
Annalise Brown Porter Novelli Managing Director

The Brief

Virgin Australia’s frequent flyer program, Velocity, wanted to attract new members, fast. Normally frequent flyer programs attract new members by giving away points. The problem is most people think the points are pointless. To change that, Velocity, created a points giveaway like never before.

Creative Execution

The majority of people that were saying frequent flyer points were pointless were saying it on social media. So we used the exact same platform they were using, Twitter, to join the conversation.

Describe the creative solution to the brief/objective.

Introducing #WinRichardsPoints The Twitter competition that gave people the chance to win all 1,035,843 of Sir Richard Branson’s Velocity points. To enter, all you had to do was tell us how you'd use them – proving that Velocity points were far from pointless.

Results

In just 24 hours we achieved: - Over 3,000 entries. That’s one entry per minute for the duration of the competition. - 80% increase in member sign ups (on the previous week) - 24 hours trending on twitter Australia - Over 36 million twitter impressions All without spending a dollar. The winner was a man that said he’d try and live of velocity points for a year. And right now we’re following and sharing his progress as he does just that. Proving one and for all that have a Velocity frequent flyer card is anything but pointless.