THE BILLION POINT GIVEAWAY

Short List
TitleTHE BILLION POINT GIVEAWAY
ClientVELOCITY FREQUENT FLYER
Product / ServiceVELOCITY FREQUENT FLYER POINTS
CategoryD02. Data Storytelling
EntrantCHE PROXIMITY Sydney, AUSTRALIA
Idea Creation CHE PROXIMITY Sydney, AUSTRALIA
Media Placement CHE PROXIMITY Sydney, AUSTRALIA
Production GOODOIL FILMS Sydney, AUSTRALIA

The Campaign

Honouring a mistake is the quickest way to build brand trust – it shows we’re only human. The mistake, made by our intern ‘Tim’, was typo in an email to some of Velocity’s 7.5M members offering them a slice of 1 billion (instead of 1 million) Points. The more bank reward points people moved across, the bigger their share of the billion Points. After 24 hours of headlines and an explosion of commentary, we decided to honour the ‘mistake’ (like all trusted brands should) and framing this as the biggest points giveaway in Australian history. The Billion Point (that was supposed to be the Million Point) Giveaway. The consequences that followed were documented in a 40-part mini-series that played out across May.

Creative Execution

Data identified our audience. Accessing Velocity’s first party data base allowed us to document past user behaviour, lifecycle stage and consumer interests to effectively segment the audience into nine distinct cohorts. We mapped their journeys and past interactions with Velocity across all owned channels to ascertain which forms of communication resonated. This helped us determine their level of engagement and develop hypotheses and test around messaging and communications approaches most likely to drive transfer behaviour. Data modelling for an actionable plan. Research findings paired with our cohort specific customer experience mapping allowed us to predict the likelihood of conversion based on cohort, type of communication and frequency of communication. Gaps identified by the model were analysed to develop tailored strategies for maximising conversions. One such improvement was developing a complementary paid media strategy to unlock potential among lesser engaged audiences whilst extending the value of the base by appealing to lookalikes of our highly engaged members in paid channels. Modeling allowed us to refine owned contact strategies and frequency of communications in favour of a single, holistic approach resulting in bespoke messaging for each cohort across all channels. Data for hyper-targeting and optimal investment. As part of our holistic approach to audience targeting, we built an addressable audience across Facebook (3.4M) and DBM (1.2M) to ensure the right message was being delivered to the right cohort based on their historical behaviours and likelihood to convert. Personalised messages were delivered to each cohort in a sequential fashion regardless of the platform, providing a seamless narrative no matter where our audiences were. Our content was there for them to engage with where they wanted and when they wanted. Data matching in paid channels allowed us to extend the reach of the campaign in a relevant, highly targeted way, at scale.

Credits

Name Company Position
David Halter CHE Proximity Managing Director
Ant White CHE Proximity Executive Creative Director
James Greaney CHE Proximity Director - Data
Mia Matulic CHE Proximity Group Account Director
Brian Jefferson CHE Proximity Group Creative Director
Marianne Apolinario CHE Proximity Senior Account Director
Kat Lear CHE Proximity Senior Account Manager
Adam Kotecki CHE Proximity Senior Account Manager
Caitlin Adler CHE Proximity Account Executive
Daniel Davison CHE Proximity Art Director
Ashley Wilding CHE Proximity Copywriter
Meredith Besseling CHE Proximity Digital Designer
Elizabeth Geor CHE Proximity Director of Experience
Catherine Hooson CHE Proximity Head of Experience
Bea Teehankee CHE Proximity Senior Strategic Planner
James Shaw CHE Proximity Head of Performance
Elliot Tindale CHE Proximity Performance Manager
Jenny Livingston CHE Proximity Head of Production
Natalie Hort CHE Proximity Production Manager
Blaise Palmer CHE Proximity Senior Digital Producer
Abe Forsythe Goodoil Films Director
Sam Long Goodoil Films Executive Producer
Llew Griffiths Goodoil Films Senior Producer
Crighton Bone Goodoil Films Director of Photography
Dean Chadwick Velocity Frequent Flyer Chief Marketing Officer
Sterling Brain Velocity Frequent Flyer Chief Financial Officer
Steve Baird Velocity Frequent Flyer Head of Customer Loyalty
Renee Thorpe Velocity Frequent Flyer Marketing Specialist – Brand
Annabel Brusasco Velocity Frequent Flyer Marketing Advisor
Jonathan Steel Velocity Frequent Flyer Head of Digital
Simon Harries Velocity Frequent Flyer Manager - Customer Experience
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