Avios reveals the winners of its 'Big Reward' campaign
Travel rewards currency Avios has unveiled the finale to its ‘Big Reward’ campaign which offered the UK public the chance to win 50 pairs of British Airways flights by nominating someone to say thank you.
Premiering during the ad-break between ‘The Million Pound Drop’ and ‘Alan Carr: Chatty Man Summer Special’ on Friday (25 July), the three-minute long finale film saw comedian and performer Chris Ramsey spend £250,000 on shopping in conjunction with Avios partners to collect over a million points to fund the winners’ flights.
The items purchased by Ramsey were then donated to Save the Children’s crisis grant programme, Eat, Sleep, Learn, Play!, providing essential household items to UK families in need and to the Trussell Trust.
“The response to the Avios Big Reward thus far has been exceptional both from a consumer point of view and with our business partners,” said Paul Clarke, head of global marketing at Avios. “We have received over 2,500 thank you nominations from the people of Britain. We’re delighted to be showcasing the responses we have had in such a memorable and fitting way – it’s great to see such consumer engagement with the Avios brand.”
Launched in June, the Big Reward campaign kicked off with a call to nominate on Channel 4. The final film was directed by Ed Sayers, founder of Straight8, through the branded content arm of Independent Films, Indy8 and created by 101 London.
Ross Farquhar, group business leader and partner at 101, said: “Avios is a great proposition – earn points towards travel rewards from the things you’re already spending money on – but it takes a bit of explaining.
“Rather than tell people, we thought we’d show them, spending a substantial chunk of the brand’s investment through Avios’ partners and using the Avios collected to give away flights. It’s a very different way of communicating to the public, but entirely appropriate for a brand that’s in the business of rewarding people.”
The finale film will continue to run in a shorter edited form with supporting social media activity including a competition to win further travel-related prizes.
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