Loyalty NZ revamps the FlyBuys brand with new platform and campaign via Colenso BBDO


Loyalty NZ has revamped New Zealand’s most-loved loyalty programme, Flybuys, after 24 years and following more than 18 months of consumer research that showed a desire for flexibility and choice. Creative agency Colenso BBDO worked with Loyalty NZ to bring the new brand to life.


The brand, which is recognised and loved throughout the country, knew that after nearly a quarter of a century it needed to increase its relevance. So it has upped the ante and taken 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.

Driven by a rigorous process of testing and behavioural modelling, the Flybuys programme 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 programme landscape.

Says Lamont: “We had a foundation of an incredibly strong brand, with all of our reporting metrics showing it is New Zealand’s favourite loyalty programme. However, we wanted our members to reap rewards more often and to grow our partner network. Our members told us they wanted more choice, so this was our starting point.

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

Colenso BBDO 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.

“It was fantastic to work with a client with such clarity of vision, and a determination to redesign an iconic programme 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.

“With the breadth of Flybuys partnerships, it was satisfying to collaborate across the network, including with currency partners, New World and Z, to balance the business objectives with the brand presentation.”

The new proposition strengthens Flybuys for 31 business partners across New Zealand, making it more engaging by providing 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.

“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 programme.”

Foodstuffs GM – marketing and customer experience Dominic Quin says that as a partner of more than 24 years, it was great to be involved in the process of remodelling the Flybuys programme: “We are very excited to see the outcome of the thorough and disciplined approach by Loyalty NZ, to ensure Flybuys continues to resonate with New Zealanders.

“The programme is fundamental to the way we reward New World customers’ loyalty and it was a joy to collaborate as part of the process. We’re now able to offer customers the chance to put dollars right back into their wallet with New World Dollars – it’s a win-win for everyone.”

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