Flybuys launches ‘Give a Flybuys’ positioning with new brand campaign

Australian loyalty program Flybuys has unveiled its new brand campaign, centred around the positioning ‘Give a Flybuys, Take More’.

Close to 30 years after the program first launched, Flybuys has a new brand platform created by CHE Proximity, with the campaign to roll out nationwide across TV, out of home, and social.

The new campaign highlights the pride shown by members as they collect points, showing off as those members become everyday legends.

The new platform was created after research into Flybuys members’ spending habits over the last 18 months showed a significant rise in those hunting for a deal.

This led to the idea of the ‘Give a Flybuys’ attitude, shown in the hero TVC by members taking pride in saving money, and a competitive spirit to earn as many points as possible.

The aforementioned hero 120” film was directed by Sanjay De Silva, through Flybuys’ agency CHE Proximity.

Jarrod Flood, senior marketing manager at Flybuys said: “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.”

Rosemary Martin, chief customer officer at Flybuys added: “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.”

CHE Proximity creative directors, Cam Bell and Sam Dickson, said: “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 all the work to have that ‘Give a Flybuys’ spirit.”

The release of the campaign comes a few short months after CHE Proximity named Justin Hird as its new CEO following the departure of Chris Howatson.

OMD agency is the holder of the Flybuys media account, and will, lead the planning and buying for the new campaign.



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 Director)
Account Management: Bree Daniel, Jamie Herman and Emilija Savic
Executive Producer: Jen Livingston

Media: OMD

Production Company – Division
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


Music Composition: El Plasticos
Vocals: Blake Scott
Sound Engineer: Matt Thompson
Casting: Nick Hamon CGA & Amy Mete CGA Nick Hamon Casting


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