OnePass launches new ‘Only Members Get It’ brand campaign via Sunday Gravy 

OnePass, the membership rewards program for Wesfarmers brands, has launched a new brand platform ‘Only Members Get It’ via Sunday Gravy.

Available across Australia, a OnePass membership provides great value and savings for just $40 a year or as little as $4 a month. Benefits include unlimited free deliveries on eligible items or orders, 5 x Flybuys points when shopping in store, 365 day returns and access to exclusive benefits, from Kmart, Target, Catch.com.au, Bunnings Warehouse, Officeworks, Priceline Pharmacy and Instant Scripts.

Says Joanna Foy, head of marketing, Wesfarmers OneDigital: “Only Members Get It shows the strength of joining OnePass, and allows us to communicate the many benefits including saving money, saving time, getting member exclusives and more. In a time where people are juggling a lot and doing it tough, we’re committed to giving real Aussie families more value for all their household needs, from some of the country’s biggest and most trusted brands.”

The new campaign shows members participating in a mock research group, reacting to the many benefits enjoyed by members.

Says Ant White, founder, Sunday Gravy: “With so many messages to convey, we created an environment where a group of actors and real members could spontaneously respond to a load of benefits only OnePass members get.”

This creative approach allowed OnePass to produce over 12 distinct films that would form the backbone of its messaging strategy across its marketing calendar.

Adds White: “Working with our partners at Cuttable, that footage is uploaded to the platform and then used to create on-brand dynamic, scalable ads primarily anchored to mid and bottom of the funnel activity.”

Earned PR coverage further extends the reach of the campaign, using mainstream news outlets across the country to amplify the key brand messages in a relevant cost of living conversation.

Says Sean Sowerby, head of PR at Sunday Gravy: “Starting with OnePass Weekend, we’ve begun leveraging the power of our connections to deliver a huge amount of prime time coverage, celebrating the value that only OnePass members get.”

The ‘Only Members Get It’ campaign will continue to roll-out across, TV, BVOD, social, OOH and PR.

Client: OnePass
Joanna Foy, Head of Marketing, Wesfarmers OneDigital
Zorana Dodos, Marketing Partnerships Lead, Wesfarmers OneDigital

Agency: Sunday Gravy
Cuttable
Production Company: GUILTY
Tony Rogers, Director
Jesse Gohier-Fleet, DOP
Jason Byrne, Producer
Victoria Schaw, Producer
Jack Davies, Production Manager
Post Production – GUILTY
Rohan Zerna – Offline
Jon Holmes – Online
Martin Greer – Colourist
Sound House – Squeak E Clean
Sound Engineer – Paul Le Couteur