EOFY. Boxing Day. Black Friday. Prime Day.
There’s no shortage of loud retail events shouting for attention.
But Flybuys isn’t built for those moments. It’s built for the everyday.

So we pitched a different kind of campaign. Something dry. Ironic. Self-aware.
Downright distinct.

Just-Another-Day Day was designed to turn a totally unremarkable date
—say, June 12—into a low-key anti-event.

No gimmicks. No pressure to spend big. Just massive Flybuys points on the most forgettable
purchases: a loaf of bread, some toilet paper, a tank of fuel… even paying your rego.

The idea was to mirror the brand’s truth: real value, for real life. No Boxing Day madness required.

The campaign platform included:

• A deadpan tone that stood out by refusing to shout

• Scroll-stopping OLV and radio scripts parodying hyped-up retail events

• Simple OOH and social built around the line:
  Ordinary shopping. Extraordinary points.

It was designed to be flexible across partners, channels and dates—without ever losing its voice.
A campaign as understated as it was rewarding.