|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.|
|Chief Marketing Officer||Dean Chadwick|
|Head of Customer Marketing||Steve Baird|
|Leader, Customer Growth||Tara Nair-Stuber|
|Marketing Specialist||Lyndall Gannon|
|Lead Content & Creative||Gemma Myhill|
|Performance Marketing Manager||Rino Do|
|Digital Product Manager – Websites and Content||Belle Landry|
|Chief Creative Officer||Ant White|
|Group Creative Directors||Brian Jefferson|
|Group Creative Directors||Hamish Stewart|
|Associate Creative Directors||Ashley Wildling|
|Associate Creative Directors||Daniel Davison|
|Art Director||Nico Smith|
|Head of Strategic Production||Holly Alexander|
|Production Assistant||Katena Valestro|
|Social Lead||Sophie Doyle|
|Social Creative||Anita Oszkinis|
|Social Creative||Henry Clarke|
|Managing Director and Chief Strategic Officer||David Halter|
|Head of Media||Calvin Cain|
|Experience Strategists||Lucy Bowers|
|Experience Strategists||Hannah Garcia|
|Experience Strategists||Will McClure|
|Director, Data Science||James Greaney|
|Geschäftsführender Teilhaber||Renee Hyde|
|Group Account Director||Sam Mcgown|
|Account Director||George Robertson|
|Account Executive||Caitlin Adler|
|Director, Strategic Production||Holly Alexander|
|Technical Director Product & Comms||Matthew Rose|
|Digital Products Director||Anthony Harca|
|Direktor Fotografie||Dan Freene|
|Motion Design Director||Mike Tosetto|
|Lead Motion Designer||Phil Tibballs|
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