Flybuys launches inaugural Flybuys 50 list via CHE Proximity

CHE Proximity has released its latest campaign for Flybuys.

The campaign launches the inaugural Flybuys 50 list of the top Flybuys point earners as part of the ‘Give a Flybuys. Take More’ brand platform.

The spot sees some of the top Flybuys earners sitting down to be interviewed, each sporting a different nickname such as The Hustler, The Mentor, The Hacker, and The Connoissuer. The members from all over Australia explain some of the tips and tricks that keep them at the top of the game.

Rosemary Martin, chief customer officer at Flybuys, said: “To us, it’s not about who has the most points. What our members want from the program can be quite different, so it was really important to highlight these real attitudes and behaviours in this campaign through our real members.”

Deputy chief creative officer at CHE Proximity Glen Dickson said: “Forbes 100 celebrates billionaires like Bezos and Jay-Z. Now there’s an annual list for everyday Australians who Give a Flybuys, the members at the top of their points game.”

CHE Proximity won the account for Flybuys in August 2019. Its most recent campaign with CHE Proximity was released in February 2021, launching its new brand platform ‘Give a Flybuys, Take More’.

The campaign will be on out-of-home, PR, social, and paid media. Omnicom’s OMD is leading the media planning and buying.

Street posters for the campaign

CHE Proximity’s other recent campaigns include Aptamil, Ebay, and 7-Eleven.


Client: Flybuys
Chief Customer Officer: Rosemary Martin
Senior Marketing Manager: Jarrod Flood
Marketing Manager – B2B & Public Relations: Georgie Packer

Agency: CHE Proximity
CEO: Justin Hind
Deputy CCO: Glen Dickson
Creative Director: Patrycja Lukjanow
Creatives: Aïcha Wijland and Matt Bladin (Art Director), Lauren Eddy and Phoebe Sloane (Copywriter)
Account Management: Thomas Penn (Client Partner), Jamie Herman (Senior Account Director),
Thomas Ashby (Senior Account Manager), Emilija Savic (Account Manager)
Production: Nina Weiss (Producer)
PR: Judy Crema (Head of PR), Claire Raimondo (Senior Account Manager) and Anna Fisher (Senior
Account Executive)

Media: OMD

Photographer: Jordan Drysdale
Production Company – Magnetizer
Director/Videographer: Charlie Ward


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