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Category
Experiential / Customer Experience / CX
Annual ID
OS23_DM023S
About the Work
Virgin Australia’s new brand platform Bring On Wonderful announced the ambition to make flying uplifting for all. To prove this was more than just words, we ran directly at one of flying’s most universally understood and relatable pain points - the middle seat - to finally make it uplifting, too.
We created The Middle Seat Lottery, a first-of-its-kind innovation that turned every middle seat on every Virgin Australia domestic plane into a lottery ticket, with a chance to win unique prizes. Suddenly, the middle seat didn’t mean being jammed between two people. It became an exciting game, played on a national level, and directly targeted at those whose experience we most wanted to change.
After spreading awareness of the initiative broadly via cinema, TV and OOH, we targeted every middle seat passenger on every domestic flight directly with pre- and post-flight eDMs, in-app tiles, on-board audio announcements, seatback cards and an automated, customised in-app experience guiding them to enter.
By directly targeting passengers stuck in the middle, The Middle Seat Lottery provoked both downloads of the Virgin Australia app, as well as engagement and enrollment in Velocity Frequent Flyer (Virgin Australia’s member program)
Please note the following results are highly sensitive and not for external publication:
In addition to 13,000 new Velocity Frequent Flyer members, the campaign achieved:
74% eDM open rate
36% click through rate from eDM (vs. 3.5% on average)
Over 100,000 entries in the first 2 months
33% awareness of Middle Seat Lottery within VA customers within first 4 weeks of launch
Brand preference increased by 7% month following launch
2.8 billion people reached via earned media across 43 different countries in first week
$22,537,154 earned media value
73.7% of Australians reached through earned media alone
10% lift in NPS in the months following launch
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Special / Sydney
PR / Marketing Agency
Enthral / Melbourne
Client / Brand
Virgin Australia Group
Production Company
Division / Sydney
The Pool Collective
Music / Sound Production Company
Rumble Studios / Sydney
Post Production Company
Fin Design + Effects
The Editors / Sydney
Media Distribution Company
PHD Media / Sydney
Publisher
Public Press
Chief Creative Officer
Julian Schreiber
Tom Martin
Creative Director
Jade Manning
Vince Osmond
Designer
Maggie Webster
Abbey Swinn
Editor
Fraser Kelton
Ollie Knocker
Producer
Stacey Szabo
Steph Wilkinson
Strategist
Will Moore
Creative
Jack Wall
Phil Harkness
Lauren Regolini
Locki Choi
Luke Thompson
Toby Moore
Business Director
Annie Millar
Meri Stewart
Priya Addams Williams
Sarah Calver
Business Manager
Brynee Roche
Digital Director
James Simmons
Founding Partner/CEO
Lindsey Evans
Cade Heyde
General Manager
Lily Waters
Head Of Design
Adam Shear
Head of Film Production/Lead Film Producer
Sevda Cemo
Senior Stills Producer
Sonia Ebrington
Strategy Partner
Dave Hartmann
Team Lead
Rachel McEwen
Related Awards
