Flybuys captures ‘Give a Flybuys’ Aussie attitude in latest brand campaign via CHE Proximity
Australian loyalty program Flybuys has launched its new integrated brand campaign ‘Give a Flybuys. Take More’ today via CHE Proximity.
Nine years after Dawn French appeared on Aussie screens shouting “Goodbye shopping and Hello Flybuying” from her car, the latest platform leads the brand in a completely new direction. It celebrates its members’ pride in point collection, by turning Flybuys members into everyday legends.
Research into Flybuys members’ spending habits over the last 18 months unveiled an exponential rise in deal hunting coupled with a marked shift in attitude – a ‘Give a Flybuys’ attitude. This new attitude is a brazen pride in hacking savviness, finding bargains and a competitive spirit between customers to get to the top of the points game.
Says Jarrod Flood, senior marketing manager at Flybuys: “We spent a great deal of time listening to members, who told us that swiping the card and getting excited about Flybuys was more than just collecting points. Flybuys adds value beyond the checkout and we uncovered a prevailing attitude towards points collection, a savvy spirit that is something to be proud of! ‘Give a Flybuys. Take More’ was born from those conversations. It’s a campaign that celebrates our members’ attitude to life and will shape everything we do from now on.”
Launching with a hero 120” film, the campaign was created by Flybuys’ integrated agency, CHE Proximity, and is directed by upcoming Australian talent, Sanjay De Silva. Distilling the hardcore Flybuys fans’ attitude into a thumping anthem, the TVC reveals a range of core customers across the country telling Aussies that when you ‘Give a Flybuys’ you can take more holidays, presents and dollars off your shop.
Says Rosemary Martin, chief customer officer at Flybuys: “This campaign demonstrates the essence of Flybuys; our program, our members, and our shared belief. More than a tagline, ‘Give a Flybuys’ is an attitude that transcends age, gender, income and postcode. When members ‘Give a Flybuys,’ they can take more of what they want, whether it’s a holiday, money off at the supermarket, the latest appliances, or even fuel for their car.”
Says Cam Bell and Sam Dickson, creative directors at CHE Proximity: “It’s not often you get to take such a well-known brand in such a dramatically new direction. The whole experience of the brand now matches the value of the product and opens the doors for awork to have that ‘Give a Flybuys’ spirit.
The integrated campaign ‘Give a Flybuys. Take More’ launches today with a hero 120” TVC and will roll out across OOH, PR and in Coles stores. 30” and 15” cut downs will be used across digital channels. Media planning and buying is led by OMD.
Flybuys
Chief Customer Officer: Rosemary Martin
Senior Marketing Manager: Jarrod Flood
Marketing Manager – B2B & Public Relations: Georgie Packer
CHE Proximity
Chief Executive Officer: Chris Howatson
Chief Creative Officer: Ant White
Executive Creative Director: Glen Dickson
Creative Directors: Cameron Bell and Sam Dickson
Creatives: Sophie Beard (Senior Copywriter), Aïcha Wijland (Art Director), Lauren Eddy (Copywriter),Daniel Sparkes (Senior Art Directo)
Account Management: Bree Daniel, Jamie Herman and Emilija Savic
Executive Producer: Jen Livingston
Media: OMD
Production Company – Divison
Director: Sanjay De Silva
Executive Producer: Genevieve Triquet
DOP: Sherwin Akbarzadeh
Post-production: The Editors
Editor: Leila Gaabi
Colourist: Fergus Rotherham
Executive Producer: Charlotte Griffiths
Sound
Music Composition: El Plasticos
Vocals: Blake Scott
Sound Engineer: Matt Thompson
Casting: Nick Hamon CGA & Amy Mete CGA Nick Hamon Casting
85 Comments
This is actually incredible!!!!!!!! Congrats all.
Well written
Very well executed.
Will cut through.
Weird and really fucking wonderful.
Work like this is hard to get made. Top job all round.
Well done to all you smart cookies!
Well done everyone
Music is class
This needs to be a real song
It blows my mind that this got made. In the best way. An absolute triumph for all involved
This is sick. Mike Skinner would be proud.
This is fucking sick!
That is awesome.
Shocked it got up. In a good way.
Genuinely excellent.
…but you have made Flybuys cool.
Big Ted would be turning over in his grave, if he wasn’t still alive.
Swagger and gusto and humanity. It gets better every time I (re)watch it.
How on God’s earth did you get this made?! That alone should be celebrated. Amazing work.
This is so cool. I’m jealous.
Just bloody great work!
Great campaign CHE. Casting. Music. Attitude. Done real good.
This is hot.
Sanjay 🙌🏼
so good – v well done
Best thing I have seen in a long, long while.
Ya know, I’m not even going to watch it. Based off the comments this is Cannes Titanium/D&AD black winning shit and I trust them. Why would I doubt it? Congrats CHEP on creating gods gift to advertising.
Great stuff.
Love this.
This is the best thing I’ve ever seen come out of Australia. Insanely good. Everything so on point. You even managed to land that brilliant post-punk new wave score. hats off and off and off…
Wow. Fuck.
This is a fucking vibe
Good direction, framing, casting, lighting and art direction. Good stuff. Well done Melb
I’m unsure if this is sarcasm or not?
No it’s not sarcasm. Everyone needs to burn their award entries now and give up. Save your money. These legitimate comments are true legit.
And yeah, I still haven’t watched it.
Uhhhhh, this is so GOOD!! 🤤
I give a flybuys
Well said Chris. This is good work, but it’s no Chubb sponsorship of the Aussie Open!
Proof incredible creative can come from anywhere, if you give a fly buys.
Congrats guys, how cool. Amazing art direction.
Congrats Glen, Sanjay, Gen and The Editors fam. <3 This is sick!!!!
Really like this.
Gives me vibes of a UK hard man soaking it up in Majorca but done in an Aussie twang for Fly Buys.
Excellent writing.
LOVE it. Everything about this is brilliant.
Good one CHEP looks like you’ve broken Campaign Brief
Well done Lauren and Aicha! amazing work.
Amazing.
I think this is genuinely great. Consider how average it could have been without ambition and flair.
It is also a sad indictment of how terrible so much of this country’s advertising is.
This is fucking good. It gives us all hope.
Oh my! this is exceptional. Flybuys has become instantly cool overnight in 3 minutes of branded entertainment. One viewing will change peoples perceptions. Im really excited that this will open up the minds of clients and agencies alike. Brilliant stuff all.
Incredible.
Definitely feels like a uk campaign. I love it but at the same time, find it really annoying to watch. Craft is over 100 and huge congrats on the team getting this sold and made to the amazingness it is.
It’s really good guys. Well done!
It feels like a UK campaign because it has a rap with a London accent. Would of felt very different with an Aussie rapper a la Hill Top Hoods. Who are completely shit btw
This is fantastic work. Big congrats to everyone involved.
Very Vibey Vibes
The creative and craft in this is fantastic. It’s what advertising is all about. A game changer. Congrats to all involved especially the new director on the block Sanjay De Silva.
You can’t always say that a piece of marketing is also art, but this is art. Well done to all at CHEP and Flybuys for the blood, sweat and tears to get this one up.
It’s incredible, nothing to fault. The best thing I’ve seen in years
Love
vocalist is aussie. and a king
Everything about this is excellent. Well done. Jealous.
Incredible! No surprise given the team of legends who worked on this 👏🏼
Sam&Cam are amazing and a bold and brave client to go with this – and let’s not forget the account management team who must have respected their creatives enough to keep on pushing to get this up. I love it.
Please don’t tarnish the glowing reviews of this great work, that nigh on a hundred people contributed to, with self promotion and individual call outs. Surely we are better than this as an industry.
Clients get the work they deserve.
Kudos to the client.
And of course to Che, too.
Hopefully this works its socks off and other Australian clients pay attention.
Love. This.
I’m guessing with this much love for the campaign from the Ad industry, it will probably be replaced soon with a consumer scanning the flybys barcode on their phone. Maybe some dancing after points add up.
Straight to the pool room!
I have come back so many times to watch this. Amazing, AMAZING work all. Congrats Australia, we are finally punching above our weight!
Lauren Eddy (amazingly talented copywriter for this campaign) is my little sister and I am extremely proud of her! Go Lozzie!!! 😀 xox
Love the Sleaford Mods style music.
Well pour me a moscato! 🥂
This is some superb work from everyone involved.
Couldn’t have laughed more. 😂👍
BRILLIANT
Self commenting
Good turnout from the Chep commenters. 🙄
SHIT. I wish i done did that…So cool it hurts.
This is super hot!
Well done all, frozés all round 🥂
This may be the worse ad i have ever seen. The attempt to be funny is beyond desperate and i feel embarrassed opening my flybuys app.
Great stuff.
Love it… and I hope Tik Tok’s in that media plan. It’s made for it.
i CBd at 12.07am 2 see this again 2 remind me of why i love this industry. and itz better the 2nd time round half pissed at the end of my deadline for a campaign that no1 would give 2fux bout anyway if im bein honezt. just wanna say this is fun 2 watch and fun 2 hear and hitz all itz bitz so right it givz me the shitz.
THIS IS ‘FLY BUYING’ EPIC.
Flybuying brilliant!
Absolutely love this Ad. Well done Flybuys.
This is going number one in the ‘Best Ad of the Century’
This is so great. Almost too smart for the target audience!!!
Incredible. Congrats to all, this is the best ad I’ve ever seen.
Total Sleaford bite. Jason Williamson spinning on the end of a Makita.
Absolutley love this. Great work, all involved.
Really, terrible.
The more content that comes out for this campaign, the more cringe it gets – the comments don’t lie. Legitimately makes me want to stop using flybuys and concentrate on Woolies.