Overview

Velocity is the global frequent flyer program of Virgin Australia. Members can purchase hundreds of products and gift cards from the Velocity Rewards Store.

We were briefed by Velocity to come up with a Christmas campaign. The campaign objectives were to increase member redemptions. Velocity also wanted to raise awareness of the Rewards Store for their new members.

Strategy

We broke up the objectives into three key components.

Drive awareness: Deliver awareness of the Velocity Rewards Store by showcasing the range of products.

Promotional activity: Provide members with Christmas promotions and gift ideas via an online catalogue.

Redemption behaviour: Increase redemption activity by motivating members to use their points/points plus pay to purchase Christmas gifts.

Deliverables

We designed and delivered the solutions in three key parts.

Gamification: An online game was created by an external agency to promote the Velocity Rewards Store and create awareness of products that could be redeemed by members. Incentives were given to members to play the game.

Online Catalogue: We designed a Christmas catalogue to showcase promotional products. The catalogue was distributed digitally via campaign emails and the Velocity website. This catalogue was also supported by an ad in Virgin Australia's in-flight magazine.

Giveaway Competition: We had a points giveaway during the campaign period to motivate members to redeem their points to win.

Results

10% increase in first time redeemers.

12% increase in number of points redeemed.

28% increase in total dollars spent.

2.5% increase in website traffic.