Whippet Melbourne

A long and loyal partnership

Over 8 years, we helped flybuys reach new heights, further cementing its place as Australia’s largest and most popular loyalty program. During this long and successful relationship, we handled everything from the development of brand guidelines and business values to integrated recruitment and acquisition campaigns, supported customer lifecycle management and produced quarterly member statements with intricate segmentation requirements.

Brand new brand. Freshly minted currency.

As joint custodians of the flybuys brand, we worked with the flybuys studio to develop the latest flybuys brand book, creating a comprehensive and consistent set of guidelines across all channels. One significant part of this job was devising a new suite of brand assets to house the flybuys currency. Not only did these need to be ownable and visually appealing, it was also crucial they met accessibility standards and remained functional within the partner space.

From new card to new app

In 2012, flybuys ‘re-carded’ Australia, mailing a completely redesigned card to over 10 million members across the country. To support such a milestone, we created a
new-look brand aesthetic, and brought it to life across multiple touchpoints. We developed a suite of assets to communicate the value flybuys brings to its members each and every day.

Most recently, we developed the refreshed the flybuys app creative. Our ‘That’s Handy’ concept was an always-on, multichannel campaign communicating the app’s unique benefits. We’re proud to say this campaign delivered a significant increase in new app downloads and new member acquisitions.

From campaign strategy to production resource

Throughout our tenure we worked closely with the flybuys team on end to end projects, regularly collaborated with the flybuys team to develop sound campaign strategy before we began writing or designing. In this way, we developed a true partnership with the flybuys team. Then, to see projects through to completion, we would often handle production, including organising and producing photography, videography and editing, animation, and print management.

“We recently worked with the team at Whippet to help us define and develop a personalised Employer Brand for flybuys. The concept of “find your place” has been a huge shift for not only us as an employer, but is unique in the industry. We are receiving amazing feedback, an increase in the quality of applications, and are incredibly grateful for the support and vision from the team at Whippet had to help us bring this to life.”

Edan Haddock

Talent Manager, flybuys

Saying howdy to the partners

During our time working with flybuys, we saw several brands join the flybuys family to offer members more value. These new program partners include Velocity Frequent Flyer, eBay and Discovery Parks to name a few, and we helped launch each of these new and exciting partnerships to the flybuys member base. On top of this, we worked with the flybuys team to launch several sub-brands like flybuys travel and eShops.

Keeping up with the times – and members up to date

As the flybuys brand and member base evolved over the last decade, we embraced newer channels like programmatic and Spotify, and also leveraged flybuys’ wealth of data to create highly targeted comms, for example the flybuys Year in Review eDM to celebrate each and every member’s yearly achievement.

Welcome to one of Australia’s most widely circulated magazines

We were responsible for producing the seasonal flybuys magazine, browsed by up to 3 million members each quarter. A key driver for rewards redemption, we saw it from its humble beginnings as a two-page DL catalogue to a stylish, fully-fledged 16-page magazine, managing its production end-to-end, including organising photography and creating content, as well as layout, artworking and dispatch.

The project covered