VELOCITY

the BILLION POINT GIVEAWAY

Velocity Frequent Flyer is the loyalty program of Virgin Australia Airlines. Our challenge was to get people to transfer their credit card rewards points to Velocity - to redeem them for flights.

Problem was, the market was crowded with airlines making mistakes and not owning up to them. People were losing trust and lip service wasn’t going to cut it.

To change their perception, the campaign made a point about the responsibility all brands owe their customers. Because we all know that the quickest way to build brand trust is to honour a mistake.

Role
Meredith worked as the Designer on this campaign. She developed the look and feel,  and rolled out all assets across digital and print. CHE Proximity

Awards

Cannes 2018

   Bronze - Media: 

ADC

   Silver - Craft in Online / Mobile / Content Strategy – campaign

   Bronze - Integrated / Integrated – Campaign

AWARD 2018

   Gold - Direct Marketing: Best Use Of A Loyalty Or Rewards Program

   Gold - Digital: Online Promotion, Campaign

   Silver - Digital: Social Media – Best use of social media in a promotional campaign

   Silver - Digital: Social Media – Best Integrated Social Campaign

   Silver - Digital: Social Media – Online Film Campaign

   Silver - Direct Marketing: Digital Direct Response

   Bronze - Direct Marketing: Direct Response Advertising, Campaign

   Bronze - Direct Marketing: Integrated Solutions

   Bronze - Direct Marketing: Electronic Direct Mail

   Bronze - Integrated Campaign

Spikes Asia 2017

   Gold in Digital

   Silver in Direct. Acquisitions

   Silver in Direct. Retention

   Silver in Media. Branded Content for Digtial/Social

   Silver in Promo. Use of Social

Caples

   Gold - Integrated

   Silver - Branded Content

   Silver - Digital B2C

   Silver - Radical New Strategy

New York Festivals

   Third prize award – INTEGRATED/MIXED MEDIA: Products & Services

   Third prize award – Best use of media - branded entertainment  

   Finalist – Best use of media - film  

Adfest

   Silver - Integrated

   Bronze - promo

Epica

   Bronze in Promo + Activation

Contagious

   Top 20 Most Contagious ads of the year