Flybuys deploys robot for ‘Don’t Buy It, Flybuy It’ campaign, via Thinkerbell
In an effort to help Australians save some cash by purchasing goods with its points, Flybuys has launched a campaign that centres on a persuasive robot, via indie advertising agency Thinkerbell.
The customer loyalty program’s ‘Don’t Buy It, Flybuy It’ campaign, first launched in October, uses a 30-second hero film directed by The Sweetshop’s Phoebe Schmidt.
In it, viewers are transported into a waiting room where a woman named Kate is tempted to buy a toaster. But before she can go through with the purchase, and give up her money, a robot personifying the Flybuys Rewards Store appears and allows her to buy the same toaster with Flybuys points.
“We’ve found a fun, fruitful and enduring campaign that Flybuys can use moving forward, and that reflects people’s wants, needs and trends,” said Tom Wenborn, chief tinker at Thinkerbell.
“The campaign serves as an opportunity to showcase the best bit of Flybuys, redeeming stuff, while helping savvy members with their spending, especially during the festive season.”
“This festive period, we know more consumers are tapping into loyalty programs such as Flybuys,” Jarrod Flood, head of marketing at Flybuys, added.
“This demonstrates the valuable role redeeming loyalty points plays in helping Australians make the most of their festive shopping.”
Outside of the film, Thinkerbell’s work on the campaign extended to a corner store activation on Sydney’s Oxford Street. The activation provided members with opportunities to shop “over 100 real rewards”, such as luxury items, gift cards and essentials.
‘Don’t Buy It, Flybuy It’ also leveraged a range of “companion -boards” designed to respond to messaging in other ads.
“Having an integrated media offering means we can better stretch an idea across every touchpoint, subverting media norms to get Australians talking about Flybuys and more importantly be rewarded!” Hannah Nickels, national head media thinker at Thinkerbell, said.
CREDITS
Creative, Media and Earned Agency: Thinkerbell
Client: Flybuys
Production: The Sweetshop
Director: Phebe Schmidt
Social & Content: Medium Rare Content Agency
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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