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The Billion Point Giveaway

The Billion Point Giveaway | Velocity Frequent Flyer | Che Proximity
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 旅游与运输
媒体:影视
投放:澳大利亚
风格: Minimalism
说明cnen
Synopsis
Velocity is the loyalty program of Virgin Australia. The main way it makes money is when Australians transfer credit card reward points into Velocity Points. A tough sell and even a tougher story to communicate when members have to login to their bank account and select ‘Velocity’ to transfer. Twice a year, Velocity run a 15% bonus promotion to create a spike in transfers. The last four campaigns had seen modest growth despite significantly increased investment. In addition, research told us our biggest barrier was that people didn’t trust Velocity was the best place for their hard-earned credit card points. Brief: Overcome the trust barrier get more people transferring more points than ever before. Objectives: Increase revenue from November 2016 by 40%. Increase the number of new transferees from November 2016 by > 25%. Deliver greater efficiencies with 35% less media budget than November 2016.
Strategy
Our audience strategy flipped the traditional advertising model. Instead of applying a wasteful broadcast “Mass awareness” approach to media and messaging deployment, we leveraged the member data at our disposal to rebuild our targeting strategy from the bottom up. We organised the Velocity members into 9 segments. Their data insights – program status tier, level of engagement and previous transfer behaviour – allowed us to tailor messaging and predict their likely engagement state. We varied the sequence of the episodes and associated messaging for each segment, which when combined with the creative idea of the Billion Point giveaway to cut through retail clutter. For example: - Never transferred: educate about transferring points - Transferred before: highlight the giveaway and bonus points available - Started but not completed: remind them to take advantage of the giveaway - Transferred: make another transfer - End of campaign: remind that time was running out
Relevancy
A single email, the most direct channel of all, sparked a data-led 40-part mini-series that used first and second-party data to serve each viewer a unique message, film sequence and reason to act. Data-informed our targeting - We organised our audience into nine distinct segments based on previous behaviour, demographics, predicted value and engagement attributes. Data-informed our creative - We used data to design cross-channel messaging, highly personalised creative and various calls-to-action. Data-informed our delivery – We optimized the campaign in real-time, deploying learnings at scale across all platforms to change messaging and channel investment based on user behaviour.
Outcome
The headline: the biggest revenue month in Velocity’s history, achieved with 35% less media budget. · 58.4% increase in revenue (target=40%) · 80% increase in new transferees (target=25%). · The average points transfer of these new-transferees was 27% higher. · The overall uplift in points transferred was 34%. $6.60 return on marketing investment (ROMI). And our big mistake - The Billion Point Giveaway mini-series - was viewed over 7,333,290 times. It wasn’t just views that we wanted, we needed to keep people engaged. With a highly targeted, high frequency media buy, we would typically see fatigue and dropping completion rates however the sequencing of episodes meant completion rates were sustained: DBM - averaged of 66%. Facebook - a tough channel to stop people scrolling right past - the video watch percentage spiked in the 3rd week of the campaign, confirming that new episodes held the engagement of our audience.
MediaStrategy
Data gathering and interpretation With a bottom-up approach, we interrogated Velocity’s first-party customer database of 7.5M members (May-17) to find the audiences of greatest value and opportunity. This was dissected into nine identifiable segments and using what we knew about them, we developed hypotheses around messaging that would most likely drive them to act. Data insights and targeting We built a statistical model which predicted the likelihood of conversion based on segment, channel and frequency. This allowed us to make decisions about where was best to invest in paid media and informed tailored creative that kept people interested throughout the month, optimising based on real-time behaviour. Data integration and impact We built an addressable audience across Facebook and DBM to ensure the right message was being delivered to the right segments. Data matching in paid channels extended the reach of the campaign at scale in a highly targeted way.
Execution
Unlike tuning into a normal Netflix drama, this content found you. This campaign ran across media channels that could ingest Velocity’s first-party data, namely Facebook, programmatic, SEM and eDMs. The video-led story was reinforced with dynamic display banners, eDMs, home page takeovers, social posts, in-airport collateral, and if our members called us they heard all about the Giveaway on our on-hold recorded message. We even changed the wifi-password to ‘Billion Points’ in the Virgin Australia lounge. We used data matching and lookalike modelling in paid channels to broaden reach and drive performance among the best performing segments. In the last few days, a daily countdown stimulated ‘fear of missing out’, driving the campaign’s highest amount of transferees. Media directed our audience to a personalised microsite containing a purpose-built points calculator that told member where they could fly with their points. These inputs made retargeting activity even more personalised and effective.
CampaignDescription
The offer (15% bonus) was losing impact...it needed reframing. We took the ‘pot-of-points’ used to fund the bonus and made it the centre of our thinking – a billion point giveaway. But changing the offer wouldn’t overcome the trust barrier. Enter brands like United, Qantas, and Pepsi who made headlines in 2017 for making mistakes, but not owning up to them. This was our opportunity. With our Virgin DNA, we made a big mistake, honoured it and let Australia take advantage. How? Meet ‘Tim-the-intern’ who sent a typo in an email to 7.5million Australians offering a share of a billion (instead of a million) points. The consequences unfolded in a 40-part Netflix-style series, but unlike most shows where you tune in, this one found you. Open Facebook? The relevant episode was there. YouTube? The next episode was a pre-roll. Checking email? The next episode moved to your inbox.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 直效
Data-Driven Targeting
戛纳国际创意节 2018
入围 直效
Use of Digital Platforms
戛纳国际创意节 2018
入围 直效
Excellence > Single Country Campaign
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Digital Platforms
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