Zac Pritchard
Copywriter at Havas Worldwide Australia
Sydney, Australien
Kampagne Call to Earns
Werbende ‎Virgin Australia Holdings
Marke Velocity Freauent Flyer (VFF)
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Philosophie Velocity Frequent Flyer (VFF), the award-winning loyalty program of Virgin Australia, today launches The #Earnbassadors. The latest marketing initiative from Velocity and CHE Proximity aims to reward Frequent Flyer members in Points, for educating other members about the Velocity program. The campaign launches today with ‘Call to Earns’, a 90” online film designed as a call to action to VFF’s 9 million members to come up with interesting ways to promote the loyalty program and earn Points. Members can visit the Velocity website and read the official ‘Code of Earning’, a list detailing the numerous ways in which they can promote VFF. Briefs include educating people that flybuys earns Status Credits, Velocity has more reward seats than any other airline reward program and members can fly to over 600 destinations on Points. Content created by members on Facebook and Instagram under the #Earnbassador hashtag will be monitored, ranked and scored by VFF using a purpose-built tool called ‘Earnie.’ Part AI, part human, Earnie will help validate the creator and make a recommendation on the appropriate amount of Velocity Points which should be awarded. Using IBM Watson, Earnie will allocate Points by analysing three factors: creativity, reach and relevance to the brief. The more creative and reach the content gets, the more Points the creator will get. Earnie will then identify in real-time which content to repurpose and put media spend against for members, analysing reach, engagement and sentiment. A targeted email, soft launched the campaign on Friday evening to a selection of VFF’s most loyal members and content has already started to be generated with the hashtag #earnbassador. So far, over 500 pieces of content have been created.
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