| Title | THE BILLION POINT GIVEAWAY |
| Brand | VELOCITY FREQUENT FLYER |
| Product / Service | FREQUENT FLYER PROGRAM |
| Category | A01. Creative Effectiveness |
| Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
| Media Placement | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production 2 | GOODOIL FILMS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ant White | CHE Proximity | Chief Creative Officer |
| Brian Jefferson | CHE Proximity | Group Creative Director |
| David Halter | Che Proximity | Managing Director |
| Daniel Davison | CHE Proximity | Senior Art Director |
| Ashley Wilding | CHE Proximity | Senior Copywriter |
| Mia Matulic | CHE Proximity | Group Account Director |
| Kat Lear | CHE Proximity | Senior Account Manager |
| Adam Kotecki | CHE Proximity | Senior Account Manager |
| Caitlin Adler | CHE Proximity | Account Executive |
| 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 |
| Karl Schuster | Velocity Frequent Flyer | Chief Executive Officer |
| 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 |
| Sam Fleming | Velocity Frequent Flyer | Partnerships Manager, Financial Services |
| Abe Forsythe | Goodoil Films | Director |
| Sam Long | Goodoil Films | Executive Producer |
| Llew Griffiths | Goodoil Films | Senior Producer |
| Crighton Bone | Goodoil Films | Director of Photography |
Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank, and convert them into Velocity Points to use on flights. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this 15% bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo on an ‘intern’s mistake’, and then documented the consequences of what happened inside Velocity as a result of this blunder. A month-long, 40-part Netflix-style series introduced Australia to ‘Tim the intern’, but unlike normal shows where you tune in, this one found you. Open Facebook? The relevant episode was there. YouTube? The next episode was a pre-roll. Email? The next episode moved to your inbox. To deliver this content experience and ultimately a more effective media investment, first-party audience data was arranged into nine addressable segments. Dynamically tailored messages were delivered sequentially regardless of the channel our audience was in using the latest marketing technology. Australians took full advantage of the blunder too, which saw a 58.4% increase in revenue, on 35.3% less media budget when compared to the next best performing 15% bonus campaign in November 2016. Every marketing dollar Velocity spent during May, generated $6.60 return on marketing investment (ROMI). The Billion Point Giveaway headline: the biggest revenue month in Velocity’s 12 year history.