Loyalty NZ has released a new television campaign for Fly Buys, via Clemenger BBDO and Finch, that provides a quirky introduction to the first of several innovations the organisation is looking to launch under its new ‘Clever You’ comms platform over the next year.
The first 30-second spot draws attention to the ‘points + cash’ initiative that allows consumers to pay for items using a combination of Fly Buys points and cash.
“Customers can now access thousands of Fly Buys rewards that were once out of reach straight away by using their Fly Buys points as a discount and topping up the rest with cash,” says Fly Buys chief customer officer Dave Mansfield.
Fly Buys has taken a more irreverent approach in its previous forays onto television, and Mansfield says that the use of humour in the latest campaign “plays on the Fly Buys’ personality”.
While also humorous, the latest campaign does mark a shift from the creative approach used in the previous campaign, which focused on consumers getting “stuff” through the loyalty scheme.
“The ‘Stuff’ campaign has been in market for [some time] and served its purpose very successfully as a functional brand comms message,” Mansfield says.
“It was part one of our strategy to win the customer. First we needed to go back to basics through the stuff campaign and educate customers. What is Fly Buys? Where do I go to get points and what can I get for my points? With our upcoming enhancements to the programme, we are now ready to evolve our comms into the next stage and create more of an emotional connection to the Fly Buys brand.”
Given that Loyalty NZ has access to an enormous database of customer information, it might seem somewhat counter-intuitive for the organisation to use a mass media channel, like television, rather than a more targeted, customer-centric alternative.
However, Mansfield says that is important to have a mix media channels in a comms plan.
“We use a combination of both,” he says. “While we have the ability to communicate with over 2 million customers directly via online and our other direct channels, we see an amplified impact when this is used in combination with TV, outdoor and traditional media.”