Velocity Frequent Flyer Film, Digital Somebody Call Branson by CHE Proximity Australia

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Somebody Call Branson

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Industry Travel Agencies, Tour Operators & Travel Services
Media Film, Digital, Interactive & Mobile
Market Australia
Agency CHE Proximity Australia
Executive Creative Director Ant White
Art Director Daniel Davison
Copywriter Ashley Wilding
Designer Meredith Besseling
Production Goodoil Films
Director Abe Forsythe
Released May 2017

Awards

ADC Awards 2018
Integrated Integrated / Integrated - Campaign BRONZE CUBE

Credits & Description

After a series of controversial big brand mistakes that have recently made headlines around the world, Velocity, the Frequent Flyer program of Virgin Australia, is proving a point about the responsibility brands owe their customers by ‘accidently’ giving away a billion Points, and honouring it.
The campaign started early Monday morning (May 1st) with a 1 billion Point mistake made in an email sent by an intern. By midday, the company had admitted their mistake and agreed to honour the extra 999 million Points.
This marked the launch phase of a highly targeted integrated campaign that consist of film, print, social, digital, an airport lounge takeover, inflight announcements and LinkedIn, where the company will search for a new intern who is ‘good with numbers’.
All content will direct consumers to claim their share using a specially built calculator that lets them evaluate how many points they will benefit from, thanks to Tim the intern.
Media: TV/ Content
Category: Travel, transport & tourism
Client: Velocity Frequent Flyer
Agency: CHE Proximity
Production: Goodoil Films
Country: Australia
Director: Abe Forsythe
Managing Director: David Halter
Executive Creative Director: Ant White
Group Creative Director: Brian Jefferson
Art Director: Daniel Davison
Copywriter: Ashley Wilding
Producer: Llew Griffiths
Executive Producer: Sam Long
Senior Agency Producer: Jenny Livingston
Group Account Director: Mia Matulic
Designer: Meredith Besseling
Velocity Frequent Flyer
CEO: Karl Schuster
CMO: Dean Chadwick
Head of Customer Loyalty Marketing: Steve Baird
Marketing Specialist - Brand: Renee Phillips
Marketing Advisor: Annabel Brusasco
Partnerships Manager, Financial Services: Sam Fleming
Senior Account Director: Marianne Apolinario
Senior Account Manager: Kat Lear & Adam Kotecki
Account Executive: Caitlin Adler
Head of Digital Design: Sam Maguinness
AEM Producer: Blaise Palmer
Director, Experience: Elizabeth Geor
Offline Editing: Arc Edit
Post Production: Alt. Vfx
Data & CX Strategy: CHE Proximity & Torque Data
Media: CHE Proximity
Technology: CHE Proximity, Louder Digital & Adobe