Two nations divided by a common loyalty card
Dr Mumbo is no anthropologist, but he does wonder what it says about close neighbours New Zealand and Australia when one compares and contrasts these approaches to promoting the Flybuys shopping reward scheme…
One set of marketers have some balls and actually treat their audience with respect – as a result, the Kiwi public have a high regard for good advertising and don’t tolerate crap.
Australia is populated by a vast army of exceptionally poor marketers, who cover for their inadequacies by resorting to shouty trash TV ads and mega amounts of equally shouty catalogues, all funded by massive media spends (because shouty trash needs massive media dolllars in order to work)
New Zealand, on the other hand, understands the need to punch above its weight. Hence they have marketers capable of producing work that doesn’t need 7 zero’s worth of media in order to do its job.
In short, Australian marketing is big, dumb and lazy. New Zealand marketing is small, clever and energetic. There’s no reason why you can’t be big and clever, though.
I couldn’t agree more with the above two comments. Good points well made. If creativity isn’t dead in this great nation, it certainly is asleep
Umm, they’re both rubbish?
Status Quo, Dawn French… Now I know our supermarkets hate buying Australian but enough is enough.
Pretty sure these are two different products which happen to have the same name – they’re not the same company. Could be wrong but I think FlyBuys in NZ was originally the loyalty program for Air NZ which grew a life of it’s own. It’s just a coincidence that there’s another loyalty program in Aus with the same name. Can someone confirm?
Would be nice to compare ROMI of these campaigns
Nice activation of this at Wellington Airport as well https://twitter.com/FlyBuysNZ/status/251527653440487425