We flipped this year's Xmas Redemption campaign. Rather than spreading the usual "…it's December, use your Flybuys points for an XL Bertocchi ham…" — we got physical in training members in their point-saving efforts.

As campaign assets, we crafted a range of workouts to explain and instruct different stages of the customer journey: App Conditioning, Big Target Areas, Steady Redemption + Flybuys Dollars.

So far it's opened a new brand platform, a clearer + catchier Flybuys CTA, and in the first two weeks of paid media, app downloads went up 30% — and climbing.

Agency: CHEP
Copywriter: Lou Lucente
Art Director: Dom Roselli
Executive Creative Director: Amy Weston
Production House: TRUCE
Director: Jeff Johnson