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2018 ADC Awards - Interactive

The Billion Point Giveaway

Agency CHE Proximity / Australia

Client Velocity Frequent Flyer
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Annual ID

ADC_INT18012S

About the Work

Velocity Frequent Flyer, Virgin Australia’s rewards program, earns when members transfer reward points to Velocity. Our objective was to get more members transferring points than ever before. Meet Tim, the intern, who ‘accidentally’ sent an email to 7.5M Velocity members offering them a share of a billion (instead of a million) Points. The unfolding consequences at Velocity’s HQ played-out in a 40-part mini-series online. Unlike most dramas where you tune in, the media-smarts knew what you had seen and rearranged the episode order, or served digital assets with the most relevant messaging, based on what we wanted that person to do next. Velocity’s member-base data was mined and divided into 9 addressable cohorts by demographics and customer-lifecycle. Cohort-tailored creative was developed to personalise messaging across video, social, display banners, SMS, and eDMs. In-airport collateral - in-flight magazine ads, pull-up banners, lounge screens - targeted audiences primed and waiting to fly.