Velocity Frequent Flyer

The Earnbassadors

Campaign Design  — Lead Designer

Influencers have the ability to influence a potential buyer, by promoting brands on social media. The problem for Velocity Frequent Flyer, loyalty program of Virgin Australia was that their best “Influencers” didn’t have much influence. They were just regular people who were good at earning airline reward points and travelling the world for free. But that was the thing, they absolutely loved Velocity Points.

We created a new word and subsequently our most valuable marketing tool: The Earnbassadors. Instead of paying one person with millions of followers lots of money to promote us, we converted our marketing budget into points and paid thousands of members in points for promoting our program.

There were literally thousands of #earnbassadors, but they didn’t just make endorsements. They educated other people on our program much better than we ever could.

Primarily a digital experience, we invoked the visual language of the early internet – renewing the classic computer interface, pixel art, smileys and gradients. These elements were melded with textural travel photography, elevating Velocity’s existing style.

Earnbassadors provided an endless stream of content that was repackaged and presented in an engaging way, encouraging more people to promote us and earn Velocity points.