Flybuys captures ‘Give a Flybuys’ Aussie attitude with new anthem via CHE Proximity

16 February 2021

Creative Agency: CHE Proximity

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The new brand campaign asks Australians to 'Give a Flybuys. Take More’.

Australian loyalty program Flybuys launches its new integrated brand campaign ‘Give a Flybuys. Take More’ today.

Nine years after Dawn French appeared on Aussie screens shouting "Goodbye shopping and hello Flybuying” from her car, the latest platform leads the brand in a completely new direction.

It celebrates its members’ pride in point collection, by turning Flybuys members into everyday legends.

Research into Flybuys members’ spending habits over the last 18 months unveiled an exponential rise in deal hunting coupled with a marked shift in attitude - a ‘Give a Flybuys’ attitude.

This new attitude is a brazen pride in hacking savviness, finding bargains and a competitive spirit between customers to get to the top of the points game.

“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 senior marketing manager Jarrod Flood says.

"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.”

Launching with a hero 120-second film, the campaign was created by Flybuys’ integrated agency, CHE Proximity, and is directed by upcoming Australian talent, Sanjay De Silva.

Distilling the hardcore Flybuys fans’ attitude into a thumping anthem, the TVC reveals a range of core customers across the country telling Aussies that when you ‘Give a Flybuys’ you can take more holidays, presents and dollars off your shop.

“This campaign demonstrates the essence of Flybuys; our program, our members, and our shared belief," Flybuys chief customer officer Rosemary Martin says.

"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 say: “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 integrated campaign Give a Flybuys. Take More launches today with a hero 120-second TVC and will roll out across OOH, PR and in Coles stores.

30-second and 15-second cut downs will be used across digital channels.

Media planning and buying is led by OMD.



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 Directo)

Account Management: Bree Daniel, Jamie Herman and Emilija Savic

Executive Producer: Jen Livingston

Media: OMD 


Production Company - Divison

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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