Velocity and CHE Proximity launch #Earnbassador campaign

29 October 2018

Advertiser: Virgin Australia
Creative Agency: CHE Proximity

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The new campaign for the Virgin Airlines loyalty program rewards its “obssessed” members with points for educating other members about the program on social media.

Velocity Frequent Flyer (VFF) and CHE Proximity have launched the #Earnbassador campaign which rewards members with points for promoting the loyalty program.

The reward follows Velocity and CHE Proximity winning the 2018 Australian Creative Excellence Showcase award in June for 'The Billion Point Giveaway”. The TV ad showed 'Tim the intern' accidentally giving away one billion points instead of one million and included more than 40 videos in a month-long campaign showing what the impact was.

The new campaign for the Virgin Airlines loyalty program rewards its “obssessed” members with points for educating other members about the program on social media.

A soft launch of the campaign, where VFF's most loyal customers were emailed, has already generated more than 500 pieces of content.

“Our most engaged members will do almost anything to earn our points,” says VFF chief marketing officer Dean Chadwick.
“We see them drive out of their way to earn points at BP, pick up the bill at a restaurant with friends for points, even fly all the way to New Zealand just to maintain their status and top up their points balance.”

It features a 90 second online film and an official 'Code of Earning' is also displayed on VFF's website.

Members can share content on social media with the hashtag #Earnbassador. The posts are then monitored, ranked and scored by VFF using “Earnie”, a part AI, part human tool used to validate the creator of the post and recommend the number of points awarded to them.

CHE Proximity chief creative officer Ant White says they wanted to reward members creativity.

“It’s not about the size of the following you have, but how well you promote the program and how creative you are. If you have lots of followers, but the content isn’t great, no points for you,” White says.

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