For Velocity Frequent Flyer, the loyalty program of Virgin Australia, we launched The World’s Biggest Points Exchange Expo – a mock, online expo.
This campaign was made with two objectives in mind – to educate people that their Points are more valuable with Velocity, and that if they exchange their points from another rewards program (such as flybuys) to Velocity this November, they’ll get 15% bonus Velocity Points.
The campaign was set up as a mini-series due to play out across the month, as the ‘expo’ unfolded. Audiences received select films relevant to them, based on a number of data points including demographics, previous behavior and interaction with the campaign.
Josh was the Copywriter, working under a senior Creative Team.