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The Billion Point Giveaway

The Billion Point Giveaway | Velocity Frequent Flyer | Che Proximity
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basics
Industry: Transport & Tourism
Media:TV & Cinema
Market:Australia
Style: Minimalism
descriptioncnen
Synopsis
Velocity is the loyalty program of Virgin Australia. It makes money 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 members transferring from November 2016 by 25%. Deliver greater efficiencies with 35% less media budget than November 2016.
Strategy
Using Velocity’s first-party data, we divided the audience into nine distinct segments based on factors such as account activity, revenue potential and their engagement in past campaigns. This approach allowed us to execute a ‘CRM at scale’ strategy that: - Balanced owned and paid media, ensuring the precise use of every dollar - Informed tailored creative that kept people interested throughout the month and continually optimised based on real-time behaviour We built an addressable audience across Facebook and DBM ensuring the right message was delivered, at the right time. Dynamically generated personalised messages and calls to action were delivered to each segment sequentially regardless of the platform, providing a seamless narrative and increasing our chance of catching our audience and driving them to convert.
Relevancy
This campaign started with a typo sent in an email to a third of Australia (7.5 million people). It sparked a 40-part mini-series that knew who was watching, where, and what message would drive action. We used a combination of data and marketing technology to make this one of the most personalised and targeted campaigns Australia had seen. Nine unique audience segments were identified to inform personalised messaging that educated and sparked action. Most importantly, it worked. Delivering the biggest revenue month in Velocity’s history with 58.4% increase, achieved on 35% less media budget.
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. 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, the sequencing of episodes meant completion rates were sustained. DBM - between 62.27% and 79.22%, an average 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 engagement.
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 on our on-hold recorded message. Knowing people don’t consume digital media in a linear fashion, this series knew where you were online, knew what you’d seen regardless of platform, then served the relevant episode depending on what we wanted you to do next. 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. In the last few days, a daily countdown stimulated a ‘fear of missing out’, driving the highest amount of transferees the campaign had seen.
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.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Single Country Campaign
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