CHEP Network

Client: Flybuys
Product: Loyalty Program
Title: Give a Flybuys
Media: Film/Integrated- SBS, Seven, Nine, Ten TenPlay, 7Plus, 9Now, Foxtel / Kayo & SBS on Demand, Ooh! Media, Shopper Mediadia, Shopper Media
Country: Australia
Date Of Campaign: 16 February 2021

Background: Despite being the biggest and most well-known loyalty program in Australia, with 1 in 3 Australians part of their membership base, Flybuys were facing a cliff of ambivalence about the program, making the future of the program look dire. Not only were two thirds of our base completely dormant, having not redeemed a single point in the last year, but also, in comparison to other loyalty programs we were attracting fewer younger members. As they saw the brand as boring, outdated and ‘pointless’. So, we were set the challenge of making Flybuys relevant to the next generation of shoppers; those under 35. By reframing savvy as the new sexy. A program that could help more Aussies thrive instead of simply survive pay-check to pay-check.

Idea: Give a Flybuys is a 3-minute music video or anthem - that repositions Australia’s oldest loyalty program by showing that savviness is something to be proud of. Throughout the ad we see a cast of everyday Australians, all miming to the same punk-rock voice. Performed by frontman Blake Scott from the Peep Tempel, his unapologetic sound embodies the new Flybuys. This ‘GAF’ attitude is also mirrored in the performance of each character. A cast of characters all invented from a wealth of shopping data. As we cut from person to person, across the country – they each break the fourth wall to boast about their savviness and what they’ve redeemed thanks to Flybuys. Written with an Australian audience in mind, the ad is full of ultra-specific references to Australian culture, places and language – that most people would relate to and find amusing. From lyrics, to locations, through to the habits of thrifty Aussies. Regardless of whether they’re redeeming groceries, holidays, school uniforms or Moscato – it’s clear that this ensemble share the same pride in points-collecting. Because when you Give a Flybuys, you take more.

Results: So, if we were boring, outdated and irrelevant before, what were we after? Innovative, engaging, exciting and generous. After seeing the campaign, people were increasingly seeing Flybuys as personally relevant (from 43% to 45%) and started seeing Flybuys as a ‘smarter way to shop’ from 31% to 33%. In the first 4 months of the brand repositioning we saw a 25% increase in sign-ups, which translates to 113k new members. Of our new savvy members, 39% of them were under 34 year olds, a complete turnaround in audience base. And this group was actually using the program; we saw a 10% increase in offers activated (which is a signal for intent) since the campaign launched. Flybuys does not track ROI as a measure of success. Engagement with the product and the ability to gather unique consumer data as a way to recruit and service more partners is their core KPI.