Flybuys gets a makeover in New Zealand

Paige Murphy
By Paige Murphy | 30 June 2020

Loyalty NZ has revamped loyalty program, Flybuys, after 24 years and following more than 18 months of consumer research that showed a desire for flexibility and choice.

The brand knew that after nearly a quarter of a century it needed to increase its relevance and take on its challengers by giving Kiwis compelling new reasons to keep scanning their cards.

The new proposition was also driven by a desire to grow its partner network so its 2.9 million members have more places to earn Flybuys, delivering greater benefits all round.

The new Flybuys program has been re-designed to be as meaningful as possible to all ages and demographics.

Loyalty NZ chief marketing officer Bridget Lamont says the new platform embraces the strong nationwide partnerships Flybuys has built in the past 24 years, while adapting to the changing needs of Kiwi consumers and an increasingly competitive loyalty program landscape.

“We felt it was the right time to refresh our brand to ensure it continued to provide maximum value to our members and partners," Lamont says.

"Grounded in continuous consumer research – even through COVID-19 lockdown - we saw a clear opportunity for Flybuys to evolve into a new platform, that now provides a greater choice of rewards.

“We are thrilled to see this come to fruition, with the introduction of New World Dollars and fuel discounts at Z and Caltex, alongside treats and deals and bonus offers from brands that are not typically associated with the Flybuys brand, and of course the more than 6000 great products and experiences in the Flybuys Store.”

Creative agency Colenso BBDO worked with Loyalty NZ to bring the new brand to life.

The agency's head of account management Angela Watson says the opportunity to help re-shape such a strong Kiwi brand was fascinating, challenging and thrilling.

“Being able to influence the repositioning through all the different touchpoints, from the logo to the website, was brilliant," Watson says.

“It was fantastic to work with a client with such clarity of vision, and a determination to redesign an iconic program to make it more relevant to New Zealanders today.

“COVID-19 lockdown hit immediately after we had finished filming, so there were massive challenges remotely editing the 64 individual pieces of film. Thanks to our client’s spirit of perseverance, as well as that across our Loyalty NZ team, we got to a great outcome."

The new proposition strengthens Flybuys for 31 business partners across New Zealand and provides new opportunities for businesses to engage with a wide range of NZ consumers with new promotional mechanics and a wider range of rewards currencies.

As well as earning Flybuys at major outlets, like Noel Leeming, New World and Z Energy, members can also choose to redeem their rewards by using them to reduce the cost of their weekly grocery shop, or regular fuel-up.

Z Energy chief consumer officer Jane Anthony says that the array of options provided by the new Flybuys adds immense value to both business partners and consumers alike.

“Flybuys has always been incredibly strong because of the power of its partnerships, and the reinvented platform makes its offer even stronger," Anthony says.

“For us at Z, it means our customers can not only earn Flybuys here, but they can use the Flybuys they accumulate from the wide range of partners to earn fuel discounts at Z or Caltex, that can be added to our Pumped program.”

Client: Loyalty NZ
Creative Agency: Colenso BBDO
Production Company: Sweetshop
Music Licensing and Sound Design: Franklin Road Media Agency: Mindshare NZ

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