Lobster Raises a Glass in Velocity 'Way to Go' Brand Platform Debut
Velocity Frequent Flyer, the airline loyalty program of Virgin Australia, has launched a new long-term brand platform designed to position the program as the savvy traveller's 'Way To Go' on holiday.
The cheeky campaign developed by Special aims to set Velocity apart in an increasingly crowded loyalty market, where the average Aussie is a member of more than five programs.
Special’s strategic approach followed research that revealed an important shift in consumer perceptions of loyalty points from a ‘nice-to-have boost’ to a ‘must-have tool’ for helping Australians book the holiday they want, without breaking the bank -- a timely insight given the ongoing cost of living and interest rate pressures on households.
The resulting creative platform is a bold, tongue-in-cheek celebration of the everyday wins that come with being a Velocity member.
The creative highlights the savvy members who make the most of the Velocity program, turning everyday spending and typically passive transactional moments (like shopping at the supermarket) into meaningful holiday experiences.
A hero film and supporting social and OOH executions deliver a wink and a nod to savvy frequent flyers who know how to make the program work best for them -- from upgrades and using points for flights, to unlocking spontaneous getaways through smart everyday earning with Velocity partners
We see Gary enter an open-air resort bar with his Virgin Australia and Velocity tagged hardshell suitcase, greeted by fellow guests, staff (even a lobster and puppy) who raise their glasses (and pincers and paws) in a knowing cheers to the arrival of another Velocity member reaping the rewards by turning their points into the flights they deserve.
An irreverent voice over throughout delivers the backslapping congratulations to Gary for his points smarts -- ‘Cheers to you, you savvy devil’ and ‘You played it well’ -- before the spot ends with campaign tagline ‘Way to Go’ as a Virgin aircraft takes flight in the distance.
The positioning carries through the suite of digital and static OOH and social executions with a range of ‘points’ legends -- from Points Wranglers, Whisperers, and Maestros to Prodigies -- seen relaxing on points-enabled getaways, from the beach and pool to the spa and bar.
Special CCO and partner, Julian Schreiber, said, “At its heart, this platform is about member recognition. It’s a playful, heartfelt moment to say, ‘You’ve earned this. Way to go on turning your Velocity points into the flights you deserve. You played it well.'
"It makes the loyalty program members feel like they’re insiders, part of something special and valuable that rewards them over time -- and that’s what loyalty is all about.”
Virgin Australia chief marketing and customer operations officer, Libby Minogue, said, “We know the value Velocity Points deliver to Australians every day, and the 'Way to Go' platform clearly differentiates our brand in the market in a way that is unmistakably Velocity.
"'Way to Go' celebrates what members love most about Velocity -- the ease of turning everyday spending into wonderful holidays and experiences. As Australians continue to feel the pinch from the rising cost of living, we know 'Way to Go' will support members in making their everyday spending go further with Velocity.”
The campaign launches January 19th and runs across TV, BVOD, OOH, DOOH (animated), social (TikTok, Meta), creator channels, and direct (display and CRM).
