THE BILLION POINT GIVEAWAY

Grand Prix

Case Film

Presentation Image

TitleTHE BILLION POINT GIVEAWAY
ClientVELOCITY FREQUENT FLYER
Product/ServiceFREQUENT FLYER PROGRAM
CategoryA01. Creative Effectiveness
EntrantCHE 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

Brief Explanation

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.

Credits

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