DSS10. Digitally Integrated Campaign

Silver
CAMPAIGN
THE BILLION POINT GIVEAWAY
AGENCY
CHE Proximity Australia
CLIENT
Velocity
BRAND
Velocity Frequent Flyer
DETAILS
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.
CAMPAIGN
THE HEARING TEST IN DISGUISE
AGENCY
CHE Proximity Australia
CLIENT
Cochlear
BRAND
Cochlear
DETAILS
The Hearing Test in Disguise is an example of how a campaign can lead to real patient outcomes.
 
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, however 85% do nothing about it. 
 
As the global leader in implantable hearing solutions, Cochlear’s biggest competitor is not a rival brand – it is the inaction of their potential customers. 
 
‘Does Love Last Forever?’ is a short film with two different endings, depending on the viewer’s hearing ability. It’s a hearing test in disguise.

 
This campaign set out to get people who are in denial about their hearing loss to recognise they have a problem. By disguising the hearing test as a short film, we were able to turn what can be a daunting experience into a subtle, enjoyable and accessible testing device. 
 
We selected unbiased environments such as cinemas and film festivals where we could deliver a true disguised test when our audience’s guard was low. Content was seeded via social, Outbrain and digital display, to drive people to the campaign microsite to watch the film, without knowing it was a hearing test.
 
The campaign has exceeded all KPIs. Over 137,000 people took a hearing test, people who ordinarily would not be tested. 
 
Most importantly, despite a lead normally taking up to six years to complete to surgery, 13 people have already received a Cochlear implant after seeing the campaign, with many more in the pipeline for 2018.
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