The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Traditional Media Relations
Annual ID
OS23_PR022B
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.
The Middle Seat Lottery was designed as the PR spearhead to prove the brand’s ambition. In fact, it sparked conversation in 43 countries, and achieved 2.8 billion earned media impressions. Despite only being available in Australia, it was talked about on Saturday Night Live, The Daily Show, CNN, Forbes, news broadcast and print media around Australia and the world, with an estimated earned media value of over $22 million.
The campaign generated more amazing results, including:
73.7% of Australians reached through earned media alone
33% awareness of Middle Seat Lottery within VA customers within first 4 weeks of launch
100,000 entries in first 2 months
Please note the following results are highly sensitive and not for external publication:
36% increase in Virgin Australia App downloads
13,000 new Velocity Frequent Flyer members joining via the Middle Seat Lottery Initiative within first 3 months
74% eDM open rate, 36% click through rate from eDM (vs. 3.5% on average)
Brand preference increased by 7% month following launch
10% lift in NPS in the months following launch
2023 Awards
Total Points: 9
Bronze 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
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