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Creative in association withGear Seven
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Kiwis Asked to 'Give a Little Bit' to Loved Ones in New Fly Buys Campaign via Colenso BBDO

22/05/2017
Advertising Agency
Auckland, New Zealand
110
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Campaign celebrates all the ways Kiwis love to give

Fly Buys has launched a major new campaign looking to remind Kiwis of what New Zealand's favourite loyalty programme does best - giving.

In the programme's 21st year, Fly Buys is re-engaging New Zealanders and looking to reactivate occasional programme users with a campaign entitled "We Love to Give".

The campaign opens with a 60" feel good television commercial backed by the Supertramp classic, 'Give a Little Bit', looking at all the ways Kiwis love to give special moments to people they love, and to people they've never met, every day.


Following on from the 60" manifesto execution, a series of messages in a similar spirit will focus on how to make the most of Fly Buys and the over 4,500 rewards on offer to members.

Finally, a series of partner executions 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. The 30" partner execution includes Fly Buys' new coalition partners, Genesis Energy and yellow.co.nz.

These streams will be rolled out across television, out of home media, and comprehensive targeted below the line messaging with seasonal and promotional variances.

Loyalty NZ 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.

"We worked with our data analytics teams internally and with our new Clemenger Group team including Colenso, JustONE, and our media agency MBM to work through a comprehensive platform for delivering on our 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.

Says Steve Cochran, executive creative director, Colenso BBDO: "Loyalty programmes can often seem rather transactional. But at its heart Fly Buys is about giving and receiving. That's the relationship it's had with millions of kiwis for decades. We set out to capture that spirit and cast an emotional halo across the whole Fly Buys brand."

The campaign has been a rewarding challenge for Ms Mossaidis and the Loyalty NZ brand marketing team, who 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.

"We're looking forward to seeing how the campaign resonates with Kiwis and how well it performs for the Fly Buys brand."

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