Title | THE BILLION POINT GIVEAWAY |
Brand | VELOCITY FREQUENT FLYER |
Product / Service | VELOCITY FREQUENT FLYER POINTS |
Category | D02. Data Storytelling |
Entrant | CHE PROXIMITY Sydney, AUSTRALIA |
Idea Creation | CHE PROXIMITY Sydney, AUSTRALIA |
Media Placement | CHE PROXIMITY Sydney, AUSTRALIA |
Production | GOODOIL FILMS Sydney, AUSTRALIA |
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 |
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.
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.