Effies
Australia

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2018

The Billion Point Giveaway

Agency

CHE Proximity

Client

Velocity Frequent Flyer

Awards

Silver

Travel, Leisure & Media

Silver

Digitally Led Ideas

Summary

Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo all on an ‘intern’s mistake’, and then documented the consequences in an online mini-series. Australian’s took full advantage of the blunder too, which saw a +58.4% increase in revenue, on -35.3% less media budget.

Case study

2018 Travel– Leisure & Media – The Billion Point Giveaway

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Credits

Managing Director	David Halter	CHE Proximity
Executive Creative Director	Ant White	CHE Proximity
Group Creative Director	Brian Jefferson	CHE Proximity
Group Account Director	Mia Matulic	CHE Proximity
Senior Account Manager	Kat Lear	CHE Proximity
Senior Account Manager	Adam Kotecki	CHE Proximity
Account Executive	Caitlin Adler	CHE Proximity
Art Director	Daniel Davison	CHE Proximity
Copywriter	Ashley Wilding	CHE Proximity
Designer	Meredith Besseling	CHE Proximity
Director of Experience	Elizabeth Geor	CHE Proximity
Head of Experience	Catherine Hooson	CHE Proximity
Senior Strategic Planner	Bea Teehankee	CHE Proximity
Head of Performance	James Shaw	CHE Proximity
Performance Manager	Elliot Tindale	CHE Proximity
Head of Production	Jenny Livingston	CHE Proximity
Production Manager	Natalie Hort	CHE Proximity
Chief Marketing Officer	Dean Chadwick	Velocity Frequent Flyer
Marketing Specialist-Brand	Renee Thorpe	Velocity Frequent Flyer
Marketing Advisor	Annabel Brusasco	Velocity Frequent Flyer