Velocity Frequent Flyer Digital, Case study The Billion Point Giveaway [case film] by CHE Proximity Australia

Adsarchive » Digital , Case study » Velocity Frequent Flyer » The Billion Point Giveaway [case film]

The Billion Point Giveaway [case film]

Pin to Collection
Add a note
Industry Travel Agencies, Tour Operators & Travel Services
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency CHE Proximity Australia
Chief Creative Officer Ant White
Creative Director Brian Jefferson
Art Director Daniel Davison
Copywriter Ashley Wilding
Designer Meredith Besseling
Production Goodoil Films
Director Abe Forsythe
Released October 2016

Awards

Lions Reach 2018
Media Lions Use of Branded Content created for Digital or Social Bronze Lion

Credits & Description

Client: Velocity Frequent Flyer
Agency: Che Proximity Sydney, Australia
Entrant: Che Proximity Sydney, Australia
Idea Creation: Che Proximity Sydney, Australia
Media Placement: Che Proximity Sydney, Australia
Production: Goodoil Films Sydney, Australia
Managing Director: David Halter (Che Proximity)
Group Account Director: Mia Matulic (Che Proximity)
Director - Data: James Greaney (Che Proximity)
Group Creative Director: Brian Jefferson (Che Proximity)
Senior Account Director: Marianne Apolinario (Che Proximity)
Senior Account Manager: Kat Lear (Che Proximity)
Senior Account Manager: Adam Kotecki (Che Proximity)
Account Executive: Caitlin Adler (Che Proximity)
Art Director: Daniel Davison (Che Proximity)
Copywriter: Ashley Wilding (Che Proximity)
Digital Designer: Meredith Besseling (Che Proximity)
Director Of Experience: Elizabeth Geor (Che Proximity)
Head Of Experience: Catherine Hooson (Che Proximity)
Senior Strategic Planner: Bea Teehankee (Che Proximity)
Head Of Performance: James Shaw (Che Proximity)
Performance Manager: Elliot Tindale (Che Proximity)
Head Of Production: Jenny Livingston (Che Proximity)
Production Manager: Natalie Hort (Che Proximity)
Senior Digital Producer: Blaise Palmer (Che Proximity)
Director: Abe Forsythe (Goodoil Films)
Executive Producer: Sam Long (Goodoil Films)
Senior Producer: Llew Griffiths (Goodoil Films)
Director Of Photography: Crighton Bone (Goodoil Films)
Executive Creative Director: Ant White (Che Proximity)
Chief Marketing Officer: Dean Chadwick (Velocity Frequent Flyer)
Chief Financial Officer: Sterling Brain (Velocity Frequent Flyer)
Head Of Customer Loyalty: Steve Baird (Velocity Frequent Flyer)
Marketing Specialist – Brand: Renee Thorpe (Velocity Frequent Flyer)
Marketing Advisor: Annabel Brusasco (Velocity Frequent Flyer)
Head Of Digital: Jonathan Steel (Velocity Frequent Flyer)
Manager - Customer Experience: Simon Harries (Velocity Frequent Flyer)
Website URL: https://staging-go.velocityfre...
Describe the campaign/entry:
Honouring a mistake is the quickest way to build brand trust – it shows we’re only human.
The mistake, made by our intern ‘Tim’, was typo in an email sent to some of Velocity’s 7.5M members offering them a slice of 1 billion (instead of 1 million) Points. The more bank reward points people moved across, the bigger their share of the billion Points.
After 24 hours of headlines and an explosion of commentary, we decided to honour the ‘mistake’ (like all trusted brands should) framing this as the biggest points giveaway in Australian history.
The Billion Point (that was supposed to be the Million Point) Giveaway.
The consequences that followed were documented in a 40-part mini-series that played out across May.
Creative Execution:
Implementation:
The mini-series ‘Dramatised’ the ‘mistake’, capturing the attention of our targeted cohorts. ‘Contextual’ assets made Points tangible and drove microsite traffic, with ‘Commercial’ activity propelling consumer points transfers with action driven messaging.
Timeline:
Knowing people don’t consume digital media in a linear fashion, this series found you, knew what you’d seen regardless of platform, then served the relevant episode. Interaction with campaign media informed retargeting activity, optimising personalisation and efficiency - creating unique customer journeys throughout May.
Placement:
Customers were targeted holistically with balanced owned and paid media including eDMs, SMS, display banners, social posts, partner assets, to LinkedIn (where Tim job hunted), plus in-airport print collateral, in-flight magazines, and lounge screens.
Scale:
This behavioural in-market sequenced model allowed a ‘CRM at scale’ strategy with nine addressable cohorts, split by interests, past behaviour, and brand life-cycle stage, across Facebook-3.4M and DBM-1.2M, driven by contextualised and commercialised calls-to-action.
Describe the results in as much detail as possible.
Like all campaigns, results are only relative. So we have compared our results to the November 2016 campaign, which had the same offer (move your points and receive a 15% bonus). Important to note though, the May 2017 had a 35% lower working media spend.
Compared to the November 2016 campaign (same 15% bonus mechanic), we had;
- Acquisition of new members: 116% increase in new transferees,
- Higher value transferees: 27% higher average points transfer for these new transferees,
- More transfers: 19% increase in total campaign transfers,
- More points transferred: 34% overall uplift in points transferred and,
- A better ROMI: $6.60 return for every dollar spent.
And our big mistake - the Billion Point Giveaway video mini-series - was viewed over 7,333,290 times. The campaign smashed previous performance with more people, moving more points, than ever before.
7.5M Velocity members, and one eDM typo sparked a 40-part mini-series chronicling giving away a Billion Points instead of a Million. Nine unique cohorts, split by interests, previous behaviour, and brand life-cycle stage were driven by a one-two punch of call-to-actions:
1) ‘Show my bonus’, contextualised - driving customers to the microsite’s purpose-built points calculator and making Velocity points tangible
2)‘Move my points’ propelled commercial results, compelling consumer action and points transfers
Constant engagement in the narrative saw new transferees increase 116% and revenue 34% higher than the previous campaign - creating more people, moving more points, than ever before.
Data gathering & Target Audience :
We took a bottom-up approach, interrogating Velocity’s first party data to find the audiences of greatest value and opportunity. The customer database of 7.5M members was then dissected into nine uniquely identifiable cohorts based on factors such as demographic, account activity, and revenue contribution to Velocity. Lookalike modelling was then applied to the highest value cohorts, further increasing our reach and propensity for high-value conversions.
Approach:
We then created a statistical model which predicted the likelihood of conversion allowing us to refine owned contact strategies and frequency of communications resulting in bespoke messaging for each cohort across all channels.
Call to action:
We built an addressable audience across Facebook-3.4M and DBM-1.2M ensuring the right message was delivered to the right cohort. Personalised messages and call to actions were delivered to each cohort sequentially regardless of the platform, providing a seamless narrative.