Caples Awards 2019 | ||
---|---|---|
Innovation | - | Silver |
Radical new strategy | - | Gold |
Integrated | - | Gold |
Digital B to C | - | Silver |
Branded Content | - | Bronze |
Agency: CHE Proximity
Client:Velocity Frequent Flyer
Product:Frequent Flyer Program of Virgin Australia
Title:The Earnbassadors
Media:Social Media
Country:Australia
Date Of Campaign:October 2018 - Onwards
Background:The problem with frequent flyer programs is they’re designed for the rich and famous. If you spend more you earn more Points, if you’re famous with a big following you’ll fly for free.
Idea:How could we get more people to behave like Velocity’s Points-obsessed members, and show anyone can earn enough Velocity Points by simply understanding the program?
Results:Earnbassadors transformed the frequent flyer category. Members who don’t spend big, fly often, or have millions of followers can enjoy the program’s benefits and experience travelling.