Virgin Airlines

Dean Chadwick, Chief Marketing Officer
Brand, Marketing Specialist
Annabel Brusasco, Marketing Advisor

CHE Proximity *Lead Agency

David Halter, Managing Director
Ant White, Executive Creative Officer
Brian Jefferson, Group Creative Director
Mia Matulic, Group Account Director
Kat Lear, Senior Account Manager
Adam Kotecki, Senior Account Manager
Caitlin Adler, Account Executive
Daniel Davison, Art Director
Ashely Wilding, Copywriter
Meredith Besseling, Designer
Elizabeth Geor, Director of Experience
Catherine Hooson, Head of Experience
Bea Teehankee, Senior Strategic Planner
James Shaw, Head of Performance
Elliot Tindale, Performance Manager
Jenny Livingston, Head of Production
Natalie Hort, Production Manager

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% less media budget.