Fly Buys is sharing the love in a new campaign, by Colenso BBDO, created to remind Kiwis that giving is what it does best.
Called 'We love to Give', the campaign hopes to re-engage New Zealanders and reactivate occasional programme users by demonstrating how the rewards system can play a part in giving to those they love as well as those they've never met.
Included in the montage of generosity is a father giving his daughter a car, a dog giving its owner a bone, a man giving his coworker a flower and a baseball player receiving praise from his teammates. There's also shots of people opening up the gifts they've bought themselves, presumably through Fly Buys rewards.
And in the theme of giving, it's all backed by the Supertramp classic, ‘Give a Little Bit’.
The video is supported by a series of messages that focus on how to make the most of Fly Buys and the thousands of rewards on offer to its members. It also includes a series of 30-second partner executions that have 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 comprehensive targeted below the line messaging with seasonal and promotional variances.
Included in those partner executions are Fly Buys' new partners Genesis Energy and yellow.co.nz.
Through the partnership, Genesis Energy will be rewarding its customers for their energy use. Last week, the energy supplier launched its own campaign to show all the ways customers can earn those points.
And earlier this year, Yellow’s chief marketing officer, Darren Linton, told StopPress its partnership with Fly Buys encourages New Zealanders to leave reviews on Yellows' online directory for local businesses in return for Fly Buys points.
It went through a six-month trial, which Linton said was so successful, it generated 40,000 ratings and reviews.
Loyalty New Zealand head of marketing Christina Mossaidis says the campaign has been the culmination of several programmes of work to re-educate Kiwis about loyalty programmes in an increasingly cluttered market, launch a range of Fly Buys innovations over the next 12 months and reinvigorate the segment of Fly Buys members who could be getting more out of the programme.
“We wanted to show Kiwis how they could make the most of Fly Buys and fall in love with the programme all over again.”
To put it together, she says Fly Buys worked with its internal data analytics team and with its new Clemenger Group team including Colenso, JustOne, and media agency MBM to work through a comprehensive platform for delivering on 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.
Mossaidis adds the Loyalty NZ brand marketing team also met with 24 sets of clients to collaborate on each brand’s role in the collection of executions and work through opportunities for leveraging the campaign in relevant channels.
“Together, we’ve explored the key marketing messages of our coalition partners and married them with the message of simplicity for Fly Buys members.”
Client – Loyalty NZ
Dave Mansfield – Acting Chief Executive Officer
Christina Mossaidis – Head of Marketing
Kirsten Leighs – Brand Marketing Manager
Melanie Bruges – Brand and Communications Marketing Manager
Will Innes – Digital and Direct Marketing Manager
Michael Loh – Campaign Manager
Lauren Chalmers – Campaign Executive
Mary Direen – Rewards Marketing Manager
Ben Lewis – Creative Services Manager
Nick Kitchener – Senior Graphic Artist
Sylvie Valli – Graphic Designer
Creative Agency - Colenso BBDO
Brendon McLean– Group Business Director
Steve Cochran – Executive Creative Director
Freddie Coltart – Senior Creative
Matt Williams – Senior Creative
Jen Storey - Producer
Direct Agency – JustONE
Ben Goodale – Managing Director
Georgie Butler – Account Director
Production Company - Goodoil Film
Michael Wong - Director
Liew Griffiths - Producer
Media Agency – MBM
Matt Bale – Managing Director
Annabelle Wilkinson – General Manager
Tess Rencen – Media Planner/Buyer
“Give a Little Bit”
Written by Rodger Hodgson and Richard Davies
Performed by Rodger Hodgson