OnePass’s latest campaign uses a CGI penguin to communicate latest membership program

Aliza Carmona - September 14, 2023

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Australia – OnePass, a membership program by Wesfarmers, and advertising agency CHEP Network have launched ‘Onesie’ as part of their latest brand campaign to showcase the membership program’s new range of benefits.

‘Onesie’ is a CGI penguin with a gruff voice that will help spread the news about the supercharged offering for OnePass members.

This is CHEP Network’s first project for the brand after it was appointed as its creative agency earlier this year. 

The new campaign is also rolling out a commercial on all free-to-air TV, online video cinema, OOH, social influencers, and in-store at OnePass-affiliated retailers. 

OnePass’s newest supercharged membership offering includes the ability for in-store shoppers at Kmart, Target, Bunnings, and Officeworks to earn five times Flybuys points on every shop. 

Kellie Cordner, chief customer and marketing officer at OnePass, said, “We know budgets are tight for many Aussie households, and we’re looking to help ease the pressure through a range of supercharged benefits for members of our program. What better way to introduce Aussie families to the new and improved OnePass than with a CGI penguin showing them a smarter way to get more value from their favourite retailers.” 

Speaking on the campaign, Thomas Penn, managing director at CHEP Network Melbourne, also added, “It’s been brilliant partnering with the team at OnePass as the business finds new and innovative ways to provide value for Australian families. We’re looking forward to continuing to support the brand’s ongoing growth and success.”