1 2
 
 
  • SUB CATEGORY :
    BEST USE OF FILM & RADIO
  • COMPANY ENTERING :
    CHE PROXIMITY, MELBOURNE
  • TITLE :
    THE BILLION POINT GIVEAWAY
  • BRAND :
    VELOCITY FREQUENT FLYER
  • ADVERTISER :
    VELOCITY FREQUENT FLYER
  • AGENCY :
    CHE PROXIMITY, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    ANT WHITE
  • CREATIVE DIRECTOR :
    BRIAN JEFFERSON
  • COPYWRITER :
    ASH WILDING
  • ART DIRECTOR :
    DANIEL DAVISON
  • ACCOUNT DIRECTOR :
    MIA MATULIC
  • ACCOUNT MANAGER :
    KAT LEAR/ADAM KOTECKI
  • ACCOUNT EXECUTIVE :
    CAITLIN ADLER
  • STRATEGIC PLANNING DIRECTOR :
    CAT HOOSAN
  • STRATEGIC PLANNING MANAGER :
    BEA TEEHANKEE
  • DESIGNER :
    MEREDITH BESSELING
  • AGENCY PRODUCER :
    JENNY LIVINGSTON/NATALIE HORT/BLAISE PALMER
  • FILM PRODUCTION COMPANY :
    GOODOIL FILMS, SYDNEY
  • DIRECTOR :
    ABE FORSYTHE
  • DIRECTOR OF PHOTOGRAPHY :
    CRIGHTON BONE
  • EXECUTIVE PRODUCER :
    SAM LONG
  • SENIOR PRODUCER :
    LLEW GRIFFITHS
  • THE BRIEF :
    OUR GOAL WAS SIMPLE - GET MORE MEMBERS TRANSFERRING MORE POINTS FROM THEIR BANK AND RETAIL REWARD PROGRAMS TO VELOCITY THAN EVER BEFORE. IN 2015 AND 2016, VELOCITY’S BI-ANNUAL 15% BONUS OFFER SAW MODEST TRANSFER INCREASES, DESPITE GREATER EFFORT AND MEDIA INVESTMENT. SO, WE NEEDED A NEW APPROACH THAT WOULD USE HUMAN BEHAVIOUR, CONSUMER DATA AND SMARTER MEDIA TO SHAKE UP A TRADITIONALLY BEIGE CATEGORY. ALL TO BE ACHIEVED
    ON A MEDIA BUDGET CUT BY -35.3%.
  • THE STRATEGY :
    CUSTOMERS ARE INCENTIVISED TO TRANSFER POINTS TO VELOCITY FOR A 15% POINTS BONUS BI-ANNUALLY. BUT THERE ARE BARRIERS. FIRST, MOVING POINTS REQUIRES NAVIGATING CONVOLUTED BANK SITES SO
    WE NEEDED A SEAMLESS OWNED AND PAID CHANNEL EXPERIENCE. SECONDLY, THE MARKET WAS AWASH WITH MESSAGING FROM MAJOR BANK PARTNERS, THEREFORE A BIG IDEA WAS NEEDED TO CUT-THROUGH. THIRDLY, COMPLEX POINTS EXCHANGE RATES MAKE IT HARD TO COMPARE POINTS SO WE HAD TO CONTEXTUALIZE VELOCITY POINTS AS THE MOST VALUABLE. FINALLY, AUSTRALIAN AIRLINE PROGRAMS WERE SEEN AS UNRELIABLE SO WE NEEDED TO GAIN AUSTRALIA’S TRUST. ALL WITH
    35.3% LESS MEDIA SPEND.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    AN INTERN, A TYPO AND 7.5M EMAILS OFFERING MEMBERS A SLICE OF
    1 BILLION (INSTEAD OF 1 MILLION) POINTS CAUSED MEDIA DEBATE.
    AFTER 24 HOURS, WE DECLARED WE’D HONOUR IT - GAINING AUDIENCE TRUST. A MONTH-LONG MINI-SERIES LAUNCHED SIMULTANEOUSLY, DOCUMENTING THE CONSEQUENCES UNFOLDING AT VELOCITY HQ. THE CAMPAIGN WAS SUPPORTED BY DIGITAL MEDIA WHICH INFORMED WHAT PEOPLE SAW BASED ON THE CALL TO ACTION. A THREE-PHASE EXECUTION DROVE CONVERSATIONS ACROSS OWNED AND PAID DIGITAL PLATFORMS. AUDIENCES WERE FIRST EXPOSED TO ‘DRAMATISE’ CREATIVE (DESIGNED TO DISRUPT), THEN ‘CONTEXTUAL’ (POSITIONING POINTS AS VALUABLE) AND THEN ‘COMMERCIALISE’ (TO DRIVE TRANSFERS).
  • THE RESULT :
    THE CAMPAIGN DELIVERED A 58.4% INCREASE IN REVENUE, ON A MEDIA BUDGET CUT -35.3% (FROM NOV ‘16). EVERY MARKETING DOLLAR SPENT, GENERATED $6.60 RETURN ON MARKETING INVESTMENT (ROMI). MORE PEOPLE, MOVING MORE: 116% INCREASE IN NEW TRANSFEREES, AVERAGE TRANSFER OF NEW-TRANSFEREES WAS 27% HIGHER, CREATING AN 34% OVERALL UPLIFT IN POINTS TRANSFERRED AND OUR BIG MISTAKE
    - THE BILLION POINT GIVEAWAY MINI-SERIES - WAS VIEWED OVER 7,333,290 TIMES.
  • URL :