Velocity Frequent Flyer finds striking parallels between the habits of their members and world current affairs in new campaign by CHE Proximity

Launching today, the latest outdoor and press campaign by Velocity and CHE Proximity celebrates Velocity Frequent Flyer reaching 10 million members in the program. The campaign plays on surprising insights about how Australians are spending (or not spending) their Points, visually linking members’ behaviours to top global trending topics including Trump and Brexit.

CHE Proximity worked with world-renowned illustrator Noma Bar to create a series of eye-raising designs which include Boris Johnson getting kicked in the face, Trump being held in chopsticks and, well, Byron looking very relaxed.

Says Dean Chadwick, chief marketing officer, Velocity: “Virgin brands are famous for finding new ways to disrupt categories and stay relevant. It’s our job to look at how our members are engaging with the Velocity program, and find ways to make it more rewarding. We found some interesting insights linking topics that are culturally trending with the habits of our members. We explored this, and struck gold. Our challenge was to then find an entertaining (uniquely Virgin way) to promote our program and we hope this makes our members smile.”

Says Ashley Wilding, creative director at CHE Proximity: “When we were asked to celebrate how Velocity’s 10 million members were using the program, we knew we had to find a fresh way of presenting the data. Luckily, Australia’s flying habits have amusing parallels with topics that frequently make headlines around the world.”

The ads will run in outdoor media across the country as well as some press and digital activity.

Velocity Frequent Flyer
Chief Marketing Officer – Dean Chadwick
Head of Customer Marketing – Steve Baird
Innovation Lead – Ella Gowland
Modelling and Insight Specialist -Tracy Lam

Creative Agency: CHE Proximity
Chief Creative Officer – Ant White
Creative Directors – Ashley Wildling, Daniel Davison
Senior Designer – Vanessa Saporito
Chief Strategy Officer – David Halter
Chief Media Officer – Ben Sheppard
Head of Media – Daniel Bradley
Media Product Executive – Cam Toohey
Investment Manager – Elizabeth Lonsdale 
Client Partner – Katie Dally
Group Account Director – Sam McGown
Senior Account Manager – Laura Eagleton
Account Manager – Brandon Rahme
 
Production Company – Dutch Uncle Agency
Founder: Helen Cowley
Senior Agent: Joel Minter
Illustrator: Noma Bar

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