Fly Buys is helping to make Kiwis’ birthday wishes come true through a quirky online wish machine, developed by one-to-one agency JustOne.
Since 25 October, Fly Buys members have been sent personalised emails in the lead up to their birthdays, calling on them to submit a birthday wish via the Fly Buys website.
Loyalty New Zealand marketing manager Will Innes says the aim of the initiative is to connect with its members on an emotional level.
“Rather than a passive email acknowledging a member’s birthday, we wanted to create a really fun concept that would fire up the most imaginative birthday wishes, with the chance that it might come true,” says Innes.
JustOne managing director Ben Goodale says it is important for brands to look for unique and interesting ways to cut through the clutter to reach consumers.
“We wanted to do something outside the box, rather than the normal reward-based messages members typically receive on their birthday,” Goodale says. “Our brief was to develop a communications platform that surprises, delights and excites Fly Buys members on their birthday in a way in which Fly Buys’ personality could clearly shine through.”
While the campaign is still in its early stages, Goodale says it’s already generating positive results.
“We’ve had a very positive response so far, within 24 hours we had over 1,500 submitted wishes and a 54 percent open rate for the emails, which is well above the industry norm, on top of that, approximately 10 percent are choosing to share their wish on Facebook,” says Goodale.
So far, there have already been a wide variety of birthday wishes submitted, ranging from the practical (like having the power bill paid for a year) to the more extravagant (like a ride around the track with Tony Quinn in his Vulcan car).
“Different things are important to different people,” Innes says. “The Birthday Wish Machine doesn’t judge, it’s simply a way to show our members they are valued, with no strings attached.”
Agency – JustOne
Paula Castle, Account Director
Georgie Butler, Senior Account Manager
Stuart Hinds, Creative Director
Drew Ayers, Creative Director
Kelly Elcock, Art Director
Justin Biddle, Studio Manager
Client – Loyalty New Zealand
Dave Mansfield – Chief Customer Officer
Will Innes – Direct & Social Marketing Manager
Michael Loh, Campaign Specialist – Brand & Social
Lauren Chalmers, Campaign Executive – Direct & Social Marketing
CMee – backend development
Prince Lauvaka, Web Developer
Navjeet Singh, Web Developer
Ark Advance – email deployment
Chris Price, General Manager
Scott Davies, Technical Campaign Specialist