Colenso BBDO, JustONE, and MBM have created and coordinated a major new Fly Buys campaign, We Love to Give. The campaign’s main focus is a 60sec feelgood TVC, backed by the Supertramp classic Give a Little Bit.
A series of partner executions has also been compiled to show the simplicity of getting points for doing what consumers do every day across the range of brands and the industries where Fly Buys is offered.
These streams will be rolled out across television, out-of-home media, and below-the-line messaging with seasonal and promotional variances.
Genesis & Yellow on board
The 30″ partner execution includes Fly Buys’ new coalition partners, Genesis Energy and yellow.co.nz.
Loyalty NZ head of marketing Christina Mossaidis said: “Fly Buys is now in its 21st year, and this campaign has been the culmination of several programmes of work to re-educate Kiwis about loyalty programmes in an increasingly cluttered market.
“We wanted to show Kiwis how they could make the most of Fly Buys and fall in love with the programme all over again.
“We worked with our data analytics teams internally and with our new Clemenger Group team including Colenso, JustONE, and our media agency MBM to work through a comprehensive platform for delivering on our objectives for the next three years.”
Those objectives include increasing preference for Fly Buys as members’ favourite loyalty programme; increasing the member visitation to Fly Buys network partners not shopped at prior, and increasing the number of member redemptions.
Emotional halo
Colenso ECD Steve Cochran said: “Loyalty programmes can often seem rather transactional. But at its heart Fly Buys is about giving and receiving. That’s the relationship it’s had with millions of Kiwis for decades. We set out to capture that spirit and cast an emotional halo across the whole Fly Buys brand.”
“We’re looking forward to seeing how the campaign resonates with Kiwis and how well it performs for the Fly Buys brand,” Christina Mossaidis said.
CREDITS
Creative Agency: Colenso BBDO
ECD: Steve Cochran
Senior Creative: Freddie Colthart
Senior Creative: Matt Williams
Producer: Jen Storey
Group Business Director: Brendon McLean
Direct Agency: JustONE
MD: Ben Goodale
Account Director: Georgie Butler
Production Company: Goodoil Films
Director: Michael Beresford Wong
Executive Producer: Sam Long
Producer: Llew Griffiths
Edit: Nathan Pickles
Post Production: Palace
DOP: Crighton Bone
Art Director: Guy Treadgold
Media Agency: MBM
MD: Matt Bale
GM: Annabelle Wilkinson
Media Planner/Buyer: Tess Rencen
Client: Loyalty NZ
Acting CEO: Dave Mansfield
Christina Mossaidis – Head of Marketing
Brand Marketing Manager: Kirsten Leighs
Brand & Communications Marketing Manager: Melanie Bruges
Digital & Direct Marketing Manager: Will Innes
Campaign Manager: Michael Loh
Campaign Executive: Lauren Chalmers
Rewards Marketing Manager: Mary Direen
Creative Services Manager: Ben Lewis
Senior Graphic Artist Nick Kitchener
Graphic Designer: Sylvie Valli
Give a Little Bit, written by Rodger Hodgson & Richard Davies, performed by Rodger Hodgson (www.rodgerhodgson.com)
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