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The Billion Point Giveaway

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. Velocity run a 15% bonus promotion to create a spike in transfers. The last four campaigns (May '15, Nov '15, May '16, Nov '16) saw modest growth despite increased investment. In addition, research told us our biggest barrier was that people didn’t trust that 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 members transferring from November 2016 by > 25%. Deliver greater efficiencies with 35% less media budget than November 2016.
Strategy
Members were profiled and organised in the Data Management Platform (DMP) based on known behaviour and engagement attributes. Nine addressable cohorts were developed (including look-a-likes for non-members), to execute our ‘addressability at scale’ strategy. To deliver the greatest ROI for Velocity, our goal was to only leverage paid channels where owned channels failed to convert. This meant our approach was less about where we could reach our audience, but more so where we couldn’t. After interrogating the member base, we knew the regular transferee required, on average, three emails to reach their inbox before taking action, however our data models suggested the real opportunity lay with first time transferees. To influence people to convert for the first time, we needed to steal attention and engage users through story-telling.
Relevancy
A mistake harnessed the latest digital and technology platforms and used a data-powered media-model to transform a retail campaign into a highly-personalised and interconnected campaign. DBM (Google’s DSP) and Facebook were built to enable data-driven decision making however they fail to deliver insight beyond ‘owned’. They track clicks and conversion, however these platforms could not understand the true value of these metrics to Velocity without additional data modelling and infrastructure. To understand the value of a conversion as identified by these platforms we had to accurately segment audiences in Velocity’s DMP, align attributes and create look-a-like audiences from these segments.
Outcome
Results are only relatable when compared with ‘like for like’ comparisons. So, the following has been compared to the best performing previous campaign (November 2016) which had the same offer (15% bonus) but significantly higher media spend. The headline for The Billion Point Giveaway: 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%. Every marketing dollar Velocity spent during May, generated $6.60 return on marketing investment (ROMI). And our big mistake - The Billion Point Giveaway mini-series - was viewed over 7,333,290 times. From a business change perspective, the impact was also significant. The results seen from this campaign has redefined Velocity’s ‘go to market’ approach for subsequent activity.
Execution
To maintain month-long engagement we sequenced media based on in-market behaviour. Using our DMP combined with our deep understanding of our consumer paths, we collated and analysed the data in realtime serving up the next episode. 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, social posts and in-airport collateral. Then we ran a homepage buyout to create a sense of urgency and to extend reach beyond 1st party audiences and lookalikes and it worked, with daily transfers up 40%. Media directed people 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 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 媒介应用
Channels > Use of Digital Platforms
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