Fly Buys surprises and rewards its members in new experiential campaign via Touchcast
This week Touchcast launched Fly Buys Parking – an experiential campaign designed to surprise and delight Fly Buys customers.
Fly Buys were searching for ways to unexpectedly surprise and delight their customer’s daily routines to enhance their relationship with the brand.
Touchcast MD Andrew Hawley remembers back to the start of the project nearly two years ago.
Says Hawley: “Touchcast saw an opportunity in tweaking the everyday activities of Fly Buys members, injecting a little bit of good into the most mundane activities. This is where the Fly Buys parking idea began; with the insight that Parking can be painful, and it something everyone does a lot of – so what could Fly Buys do to make it better and bring a smile to their members?
“The idea Touchcast proposed was to enable/program the machines to accept a Fly Buys card, and provide the perfect surprise to Fly Buys members with free parking. At that time Chris Lamers (then head of marketing at Fly Buys) and Katherine O’Connor (then head of brand at Fly Buys) embraced the concept, and gave the Touchcast team approval to begin creative development, technical scoping and prototyping of the idea. That was nearly two years ago. After a good deal of stakeholder engagement between numerous parties, and a lot of prototyping, it’s great for our team to finally see the execution come to life; a great fusion between digital and physical worlds to create a truly compelling brand experience.”
The project required a significant effort in technical research and development, and stakeholder engagement with council, on behalf of Fly Buys.
To bring the idea to life, Touchcast worked closely with ITS integrating the use of the Fly Buys card with the machine and developing the proof of concept/ prototype machine (of both a software rewrite, interface messaging and machine graphics) for approval with the Wellington City Council.