Velocity ‘converts marketing budget’ into frequent flyer points

Velocity says its 9m members simply want more points, so has converted its marketing budget into points.

The campaign, by CHE Proximity, attempts to recruit #Earnbassadors – Velocity users who promote the program, and, in doing so, will earn more points.

The campaign pays its members by giving them frequent flyer points for promoting the program on social media. The more creative the promotion is, the more points Velocity will give to the content creator.

In order to monitor, rank and score the pieces of promotional content created by frequent flyers, CHE Proximity and Velocity have created an AI tool called ‘Earnie’.

Earnie will be scrape the internet to locate the content pieces posted online and be responsible for validating, paying and deciding how many points each person will receive.

Each post will be judged on how creative it is and how much reach it gets. Earnie will also decide which members Velocity will promote on social media and buy media with.

Dean Chadwick, CMO at Velocity Frequent Flyer, told Mumbrella the campaign aims to “put a face to what is a faceless brand”.

“This started through the billion point giveaway campaign where we were somewhat self deprecating and we were reframing. What we are doing now as a brand is effectively handing that brand moment back to the members where they start to create the content and that can also feel a little bit challenging because we don’t really know what to expect.

“I feel it is important that as a brand, ultimately, the end consumer is why we are here and if we can be a brand that is giving them access to that thing and talking about what they like and what they don’t like, we need to feel good about that.”

The creative brief content for #Earnbassadors

To launch the campaign, CHE Proximity has created a 90-second ‘Call to Earns’ film which has been designed as a call to action to encourage the nation to get to know Velocity and come up with interesting ways to promote the initiative.

Ant White, chief creative officer at CHE Proximity, said the campaign isn’t an influencer campaign and reach isn’t what the pieces of content will be measured against.

“We will take the best content, the one that truly represents our brand. If things ever happen that aren’t our brand they won’t be awarded points and the best content, we will put paid media behind it, give it maximum reach and treat it like an ad campaign, we are just not the ones shooting it.

“It is for members, any member can get involved. Our members are our biggest advocates, if they have a Velocity number, if they do something engaging we will give them points, if they do something really memorable, we will give them more points.

“It is not about reach because we are not just going to influencers and paying them to be in this campaign, one they are earning points, influencers are paid in money, but two anyone can get involved, it has got to be fair to all members. If someone’s mum does something funnier than someone who is known as an influencer, she should get more points.”


  • Velocity Frequent Flyer
    Chief Marketing Officer – Dean Chadwick
    Head of Customer Marketing – Steve Baird
    Marketing Specialist – Annabel Brusasco
    Marketing Specialist – Lyndall Gannon
    Lead Content & Creative – Gemma Myhill
    Leader, Customer Growth – Tara Nair-Stuber
    Digital Product Manager – Websites and Content – Belle Landry
  • Creative
    Chief Creative Officer – Ant White
    Group Creative Director – Brian Jefferson, Hamish Stewart
    Associate Creative Directors – Ashley Wildling, Daniel Davison
    Senior Copywriters – Zac Pritchard
    Senior Art Directors – Nico Smith
    Senior Designers – Trent Michael, Vanessa Saporito
    Head of Strategic Production – Holly Alexander
    Production Assistant – Katena Valestro
  • Planning, Media and Strategy
    Managing Director and Chief Strategic Officer – David Halter
    Head of Media – Calvin Cain
    Experience Strategists – Lucy Bowers, Hannah Garcia, Will McClure
    James Greaney – Director – Data Science
  • Account Management
    Managing Partner – Renee Hyde
    Group Account Director – Sam McGown
    Account Director – George Robertson
    Account Executive – Caitlin Adler
  • Production
    Director, Strategic Production – Holly Alexander
    Technical Director Product & Comms – Matthew Rose
    Digital Products Director – Anthony Harca
    Production Manager – Natalie Hort
    Senior Editor – King Yong
    EP/Founder: Rob Galluzzo
    EP: Corey Esse
    Director: Toby Pike
    Producer: Marge McInnes
    Casting: Peta Einberg
    DOP: Dan Freene
    Edit: Arc
    Motion Design Director: Mike Tosetto
    Lead Motion Designer: Phil Tibballs

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