Velocity creates The World’s Biggest Points Exchange Expo to convince Australia that holidays are better than toasters.
Velocity Frequent Flyer, the loyalty program of Virgin Australia has released its second mini-series, which aims to prove to Australians that points can get you more with Velocity, as opposed to being used on grocery’s and discount vouchers.
Building on this year’s ‘The Billion Point (that was supposed to be a million point) Giveaway’, where viewers were exposed to the consequences of accidentally giving away a billion points, this campaign sees ‘Velocity staff’ hosting The World’s Biggest Points Exchange Expo, where members can value their points and viewers can follow the highs and lows that unfold at an event of this magnitude (even if it is actually online).
With over 15 different addressable episodes, the content is designed to stay relevant for each of the 9 audience groups. With different messages served up to individuals based on what they’ve seen and what they’re intended to do next.
The campaign will play out across Digital, Social, TV, Out of Home, Print, and a custom built online experience where people can have a real-time ‘conversation’ with a Points Valuer.
Media: Web Film
Category: Travel, transport & tourism
URL: https://go.velocityfrequentflyer.com/expo/exchange-my-points
Client: Velocity Frequent Flyer
Agency: CHE Proximity
Production: Plaza Films
Country: Australia
Director: Dave Woods
Executive Creative Director: Ant White
Group Creative Director: Brian Jefferson
Producer: Lee Thomson
Senior Art Director: Daniel Davison
Senior Copywriter: Ashley Wilding
Junior Copywriter: Joel Thompson
DoP: Earl Dresner
Senior Agency Producer: Sam Yeomans
Group Account Director: Mia Matulic
Managing Director: David Halter
Senior Account Director: Sam McGown
Chief Marketing Officer - Dean Chadwick
Head of Customer Loyalty - Steve Baird
Marketing Specialist (Brand) - Renee Thorpe
Marketing Advisor - Annabel Brusasco
Partnerships Manager, Financial Services - Sam Fleming
Performance Marketing Manager - Rino Do
Digital Product Manager - Belinda Landry
Operations Manager - Roma Stein
Head of Design - Jason Young
Senior Digital Designer - Vanessa Saporito
Account Director - Jess Mitchell
Media Account Director - Nicholas Noel
Senior Account Manager - Adam Kotecki
Account Coordinator - Caitlin Adler
Senior Strategic Planner - Bea Teehankee
Senior Editor - Damian Capicchiano
Digital Products Director - Jamie Metcalfe
Senior Digital Producer - David Cooper Digital
Producer - Hazel Titus
Technical Lead - Marjia Yeasmin
Front End Engineer - Shaune West
Back End Engineer - Harsha Udayanga
Interaction Designer - Rollo Hardy
Digital Designer - Jess Knollmeyer
Lincoln Lee - Front End Developer
Production Manager - Natalie Hort
Investment Manager - Christina Webb
Investment Trader - Elizabeth Lonsdale
Head of Experience (Media) - Calvin Cain
Experience Strategist - Hannah Garcia
Director Experience (CRM) - Sonya Bennett
Head of Performance - James Shaw
Experience Manager - Ryan Townsend
Performance Director - Jamie Deehan
Performance Executive - Elaine Yang
Performance Manager - Elliot Tindale
Programmatic Manager - Tien Tran
Casting - Susie McClean
The Butchery - Editor - Tim Parrington
The Refinery - Online - Drew Downs
Audio - Matt Thompson & Peter McCorqudale