If you know, you know in OnePass and Sunday Gravy’s latest campaign collaboration
Wesfarmers brands’ membership rewards program, OnePass, has released a new campaign that shows off the benefits of signing up to it, via Sunday Gravy.
Supporting “unlimited free deliveries on eligible items or orders, 5 x Flybuys points when shopping in store, 365 day returns and access to exclusive benefits” at signficant retailers, including Priceline Pharmacy, Bunnings warehouse, Target and more, a OnePass membership is designed to provide users with worthwhile savings and value.
Its benefits act as the root of the ‘Only Members Get It’ platform, a work that centres on a research group, capturing real-life members’ and actors’ reactions to seeing what benefits OnePass members can take advantage of.
The creative lends itself to more than 12 films that act as the cornerstone of the campaign’s messaging strategy.
“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,” explained Joanna Foy, head of marketing at Wesfarmers Digital.
“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.”
Sunday Gravy’s founder, Ant White, said: “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.”
“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.”
‘Only Members Get It’ also leverages earned PR coverage through mainstream news entities to widen its reach.
“[S]tarting 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,” provided Sean Sowersby, Sunday Gravy’s head of PR.
Apart from PR, The platform is being released across out-of-home, TV, social and BVOD.
Credits:
Client: OnePass
Joanna Foy, head of Marketing, Wesfarmers OneDigital
Zorana Dodos, marketing partnerships lead, Wesfarmers OneDigital
Agency: Sunday Gravy
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
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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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