Give a Flybuys

Flybuys brand reboot

Awards:

• Spikes Asia: GRAND PRIX for Film

• Spikes Asia: GRAND PRIX for Music

• Spikes Asia Gold x 2, Silver, Bronze: Film

• Spikes Asia Silver, Bronze: Music

• SHOTS 2021 Gold: Copywriting

• SHOTS 2021 Gold: Use of Music

• SHOTS 2021 Silver: Cinematography

• SHOTS 2021 Silver: Director of the Year

• SHOTS 2021 Bronze: Casting

• Casting Guild of Australia 2021: Best Casting in a TVC

Getting Australia to give a fuck about points again.

If you're an Aussie, you know Flybuys. It was the loyalty program your mum joined in 1994. That silver card in the back of your wallet. And those points you had no idea what to do with. Until now.

Flybuys is Australia's most popular loyalty program, with 20+ partners to redeem and collect points with. But most of its members were only scanning their card at Coles out of habit, and new sign ups were dropping.

To tap into a new market and light a fire under Flybuys' lapsed members, we profiled a set of members that didn’t exist yet. Inspired by their shared attitude, we created a new brand platform that celebrates all things savvy.

The epicentre of the launch campaign was an epic 3-minute music video, directed by Sanjay De Silva and voiced by Blake Scott.

Sign ups increased by 30% in the first two days of the campaign, and the script even made its way into the year 12 English curriculum. At a time when most Aussies didn't give a fuck about points, we wrote an anthem that spoke their language, and gave them something to GAF about.