Velocity Frequent Flyer: The Billion Point Giveaway

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Campaign details

Advertiser: Virgin AustraliaBrand: Velocity Frequent FlyerAgency: CHE Proximity MelbourneCountry: Australia

Objectives

Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November.

May is the second last month of Velocity's financial year. This meant all eyes from the board room were on this activity to ensure the business came home with a strong finish.

  1. Commercial objectives:
    1. Increase revenue from the November 2016 campaign by > 40%.
    2. Deliver growth...

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