velocity
Client relationship since 2005
Illustrating the relationship we have with Virgin Blue, our ability to launch new and challenger brands with our integrated services, we have just launched Velocity.
Velocity Rewards is a loyalty program that will be much more than a frequent flyer program, rather, the program consumers have been waiting for, giving them what they have been missing out on for so long.
Like the name, the campaign was developed with great speed utilising all of the latest media options available from TV to online, DM, events and ambient. In a very competitive environment, confidentiality and speed to market was critical.
Through consumer research we identified the most motivating positioning to be; ‘The Fastest way to rewards’. This, along with ‘Giving you choice’, was seen to state clear, tangible benefits. And, the sentiment behind ‘next generation’ is what consumers believe Virgin Blue can best deliver on. It is an opportunity to do things differently, set us apart from the rest, and deliver the next generation of loyalty programs.
So, our campaign had to have urgent cut through, be seen as innovative, clearly focus on the individual and address the key cynicisms inherent in the category. The tone and style of the communication was developed with a series of key points;
- Aspirational is not us. Aspirational is American Express Platinum.
- We’re all about results and being accessible.
- We should be strong and bold.
- We need to stand out and be different to the typified lifestyle imagery and stereotypes we are so use to seeing in this category.
- Our approach should be to attack the clichés and issues of the category in a confident and clever way.
The entire integrated launch included all of our resources delivering everything from strategic development through to campaign implementation, covering all media from card design, welcome kits, online ads, above the line launch creative and much more.
Already, the campaign is ahead of acquisition targets and if the recent competitive activity in the market is anything to go by, it’s having a broad effect.
velocityrewards.com.au
Velocity Relaunch
The objective for the Velocity relaunch campaign was to build awareness of Velocity Rewards as well as position the program outside conventional loyalty programs. The idea for this campaign came from the insight that with most other loyalty programs, you end up with a lot of points you can never seem to use. So really, those points are worthless to you. Our point of difference is that Velocity Points are “points of real value”. We’ve created a very simple, straightforward, easy to understand, integrated campaign that graphically illustrates how you can use your Velocity Points to get what you want.
online
print
outdoor
