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.
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.
The brief: Break into a new market for Australia's most popular loyalty program and light a fire under Flybuys' lapsed members. Essentially, make Aussies Give a Flybuys.
The idea: We made savvy the new sexy by profiling a set of achingly-familiar, iconically Aussie Flybuys members. Inspired by their shared attitude, we created a new brand platform that celebrates living life on points.
The epicentre of the launch campaign was an epic 3-minute music video, directed by Sanjay De Silva and voiced by punk rocker 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.
