Campaign details
Agency: CHE Proximity
Executive 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%...