THE BILLION POINT GIVEAWAY

Short List
TitleTHE BILLION POINT GIVEAWAY
ClientVELOCITY FREQUENT FLYER
Product / ServiceVELOCITY FREQUENT FLYER POINTS
CategoryE03. Innovative Use of Social or Community
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 trust for a brand. So, we created an ‘accidental’ mistake in an email sent by our intern ‘Tim’ to some of Velocity’s 7.5M members offering them a slice of 1 billion (instead of 1 million) Points. After 24 hours of headlines and an explosion of commentary, we honoured Tim’s ‘mistake’ (like all trusted brands should) and let Australia take advantage of us. The more bank reward points people moved across, the bigger their share of the billion points. The consequences that followed were documented in a 40-part mini-series, which was designed to play out online on every device, platform and screen, wherever our audience browsed during May. But unlike most dramas where you tune in, the content from this series found you, knew what you had already seen and served up relevant episode the next time you went online.

Creative Execution

Implementation: The mini-series ‘Dramatised’ the ‘mistake’, stopping thumbs. Our ‘Contextual’ assets made Velocity Frequent Flyer Points tangible, and then our ‘Commercial’ activity drove transfers with action driven messages. Timeline: Unlike most dramas where you tune in, throughout May, this series found you across social platforms, knew what you’d seen, regardless where you saw it, then served the relevant episode the next time you visited social media - making each customer journey and length unique. Placement: Our mini-series played out across Facebook, Instagram, YouTube, and even LinkedIn, where Tim searched for a new job. Scale: We built an addressable audience across Facebook-3.4M and DBM-1.2M, by data matching in paid channels, which allowed us to extend the reach of the campaign in a relevant, highly targeted way, at scale.

Reach: Facebook alone achieved 3.1 million in reach and 29.6 million impressions. And our big mistake - The Billion Point Giveaway video mini-series - was viewed over 7,333,290 times. Engagement: The campaign micro-site garnered 1.3 million unique views, and over 2 million sessions. Visitors engaged with on average 4.3 pages per session at over 3 minutes per visit. Sales and Business targets Compared to the November 2016 campaign (same 15% bonus mechanic), we had: - More transfers: 19% increase in total campaign transfers, - New members: 116% increase in new transferees, - Higher value transferees: 27% higher average points transfer for these new transferees, - More points transferred: 34% overall uplift in points transferred and, - A better ROMI: $6.60 return for every dollar spent.

Target audience: Using Velocity’s first-party data, we segmented the audience into nine distinct cohorts based on factors such as demographic, account activity and engagement attributes. Data gathering: We employed social listening to better understand the sentiment around the points market to inform our insights and the language we could use to disrupt and stand out. Relevance to platform: Knowing people don’t consume media on social in a linear fashion, we made sure personalised messages were delivered to each audience in a sequential fashion regardless of the platform (Facebook/DBM), providing a seamless narrative no matter where our audiences were. Approach: This approach allowed us to execute a ‘CRM at scale’ strategy that: - Balanced owned and paid media, ensuring the precise use of every dollar. - Informed tailored creative that kept people interested throughout the month with a sequenced model based on in-market behaviour.

Credits

Name Company Position
David Halter CHE Proximity Managing Director
Ant White CHE Proximity Executive Creative Director
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
Links
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