Velocity Frequent Flyer launches the Valentine’s Day Redemption Program via CHE Proximity to give back points spent on unromantic gifts
CB Exclusive – In an unexpected move, Velocity Frequent Flyer is giving back the Points member’s spent on unromantic items in the lead up to Valentine’s Day via CHE Proximity.
Velocity has found toasters, kettles, vacuums and many other unromantic items had been purchased with Points in the lead up to Valentine’s Day, when they could have been used for romantic getaways.
The Valentine’s Day Redemption program launches with CEO, Karl Schuster, addressing members declaring that the Points will be given back. Schuster then encourages them to use their refunded Points on a flight with Virgin Australia, at a 30% off redemption discount.
Velocity will credit back up to two million Points that can now be spent on flights. Members also get to keep their toasters, kettles and vacuums.
Says Ant White, chief creative officer, CHE Proximity: “Every client is swimming in data, but when you look at it differently, it can
become the inspiration for something bigger. When we saw what was going on in the lead up to Valentine’s Day, it was the perfect insight to create a moment that connects with Velocity’s members.”
Says Dean Chadwick, CMO, Velocity Frequent Flyer: “With a member base of over
eight million people, we knew we’d find some interesting redemption data in the lead up to Valentine’s Day. Along with our partner CHE Proximity, we’re on a mission to use data to surprise our members in fun and interesting ways that only Virgin brands can.”
The activity starts with a series of videos,
followed by a two-week ‘Redeem Yourself’ sale for all Velocity members with Points to spend. Members are also encouraged to transfer as many of their existing credit card Points to take advantage of the redemption offer. The campaign will roll out across owned and paid channels.
Velocity Frequent Flyer
Chief Executive Officer – Karl Schuster
Chief Marketing Officer – Dean Chadwick
Head of Customer Loyalty – Steve Baird
Marketing Leader – Steven Mann
Marketing Specialist – Jessica Woodford
Marketing Advisor – Annabel Brusasco
Customer Experience Leader – Amandine Billouin
Senior Public Affairs Specialist – Libby Armstrong
Performance Marketing Manager – Rino Do
Manager, Partnerships – Financial Services – Samantha Fleming
Leader Data Consult – Joanna Honey
Rewards and Pricing Specialist – Daniel Mueller
Technical Lead – Joseph Morris
CHE Proximity
Chief Creative Officer – Ant White
Managing Director – David Halter
Managing Partner – Renee Hyde
Group Creative Director – Brian Jefferson
Senior Art Director – Daniel Davison
Senior Copywriter – Ashley Wilding
Copywriter – Lauren Seaborn
Digital Design Director – Fabio D’Aguanno
Senior Digital Designer – Vanessa Saporito
Digital Designer – Sebastian Perez de Arce
Group Account Director – Sam McGown
Account Director – Jess Mitchell
Media Account Director – Erin Pitney
Account Executive – Caitlin Adler
Head of CHEP Films – Julie Duff
Production Co-Ordinator – Katena Valastro
Digital Products Director – Jamie Metcalfe
Digital Producer – Hazel Titus
Technical Director – Matt Rose
Senior Front-End Engineer – Marcel Gleeson
Back End Engineer – Sadaf Fatima
Font-End Engineer – Ehsan Gazar
Digital Designer – Hannah Furnell
Senior Digital Designer – Adam Lord
Investment Manager – Christina Webb
Investment Trader – Elizabeth Lonsdale
Head of Experience (Media) – Calvin Cain
Experience Strategist – Hannah Garcia
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
Production Company – CHEP Films
10 Comments
As a consumer (platinum) I found this the most convoluted and weird promotion ever.
The level of comprehension and involvement you were asking for was absurd.
I’m pissed off because even after reading the press release I’ve still no idea what you’re offering or what I need to do.
Platinum. Wow. Really?
What’s a performance manager? Is that a viagra thing?
I found it pretty cool Mr Platinum and if you don’t get the idea or the offer, then you probably need to go and redeem some of your points on a toaster.
Nice work CHE
Seems like the Investment Manager spent too much on head hours and not enough on media.
You’ve had such an awesome year CHE. Why post this. It’s awful.
You’ve had such an awesome year CHE. Why post this. It’s awful.
That’s not a forehead. That’s a fivehead!
His performance is dire but no doubt you’ll cut around that for the case study.
@Platinum – After seeing some of the other convoluted Velocity work (Billion point intern stuff up), I was ready to agree with you.
But really, this couldn’t be any clearer. Even if no one takes them up on the offer, it’s a funny little quip to remind people that there’s more valuable ways to use their points.