Flybuys has noticed that its members have developed a hunger for deals and a bold new attitude. It has called this attitude Give a Flybuys – a brazen pride in hacking savviness, finding bargains and a competitive spirit between customers to get to the top of the points game.
All of this cleverness comes from CHE Proximity. The campaign is called Give a Flybuys. Take More, and it has launched with a 120-second hero film, directed by upcoming Australian talent, Sanjay De Silva – a rapping anthem that applauds the Flybuys members’ attitude (while it also reminds Aussies that when you Give a Flybuys you can take more holidays, presents and dollars off your shop.
Jarrod Flood, senior marketing manager at Flybuys, commented, “We spent a great deal of time listening to members, who told us that swiping the card and getting excited about Flybuys was more than just collecting points. Flybuys adds value beyond the checkout and we uncovered a prevailing attitude towards points collection, a savvy spirit that is something to be proud of. Give a Flybuys. Take More was born from those conversations. It’s a campaign that celebrates our members’ attitude to life and will shape everything we do from now on.”
Rosemary Martin, chief customer officer at Flybuys, added, “This campaign demonstrates the essence of Flybuys; our program, our members, and our shared belief. More than a tagline, Give a Flybuys is an attitude that transcends age, gender, income and postcode. When members Give a Flybuys, they can take more of what they want, whether it’s a holiday, money off at the supermarket, the latest appliances, or even fuel for their car.”
Cam Bell and Sam Dickson, creative directors at CHE Proximity, stated, “It’s not often you get to take such a well-known brand in such a dramatically new direction. The whole experience of the brand now matches the value of the product and opens the doors for all the work to have that Give a Flybuys spirit.”
The Give a Flybuys. Take More anthem TVC is supported in OOH, PR and in Coles stores. 30-second and 15-second cut downs will be used across digital channels.
Credits:
Client: Flybuys
Chief Customer Officer: Rosemary Martin
Senior Marketing Manager: Jarrod Flood
Marketing Manager – B2B & Public Relations: Georgie Packer
Agency: CHE Proximity
Chief Executive Officer: Chris Howatson
Chief Creative Officer: Ant White
Executive Creative Director: Glen Dickson
Creative Directors: Cameron Bell and Sam Dickson
Creatives: Sophie Beard (Senior Copywriter), Aïcha Wijland (Art Director), Lauren Eddy (Copywriter) & Daniel Sparkes (Senior Art Directo)
Account Management: Bree Daniel, Jamie Herman & Emilija Savic
Executive Producer: Jen Livingston
Production Company – Division
Director: Sanjay De Silva
Executive Producer: Genevieve Triquet
DOP: Sherwin Akbarzadeh
Post-Production: The Editors
Editor: Leila Gaabi
Colourist: Fergus Rotherham
Executive Producer: Charlotte Griffiths
Music Composition: El Plasticos
Vocals: Blake Scott
Sound Engineer: Matt Thompson
Casting: Nick Hamon CGA & Amy Mete CGA Nick Hamon Casting
Media: OMD
