DSP08. Lifestyle

CHE Proximity Australia
Velocity Frequent Flyer
Velocity is the frequent flyer program of Virgin Australia.
One of the ways it makes money is 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.
Velocity run a 15% bonus promotion to create a spike in transfers. The last four campaigns (May-15, Nov-15, May-16, Nov-16) had seen modest growth despite significantly increased investment. This May, we reframed it as a giveaway and had more people transferring more points than ever before.
One intern, 7.5million emails and a typo that gave away a Billion Points instead of a Million. 
Velocity chose to bite the bullet and honour the error, creating Australia’s biggest ever Points giveaway. The consequences played out online for all to see in a sequentially targeted, content mini-series.
To re-invent the go-to-market strategy for the offer, we segmented the member base into data segments with personalised content streams that allowed us to tell a targeted story to every member across paid media, owned platforms and 1:1 channels.  
This activity took Velocity’s revenue to unprecedented heights. 
And by ‘unprecedented’ we mean +58.4% in revenue YOY, on a media budget cut by -35.3%. We exceeded all of our commercial targets:
• Every dollar spent generated $6.6 return on marketing investment.
• The total number of points transferred was 34% up from Nov 2016.
• 80% increase in new transferees (target was 25%).
• May 2017 become the largest member sign-up month ever.
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters