FLY WITH US

TitleFLY WITH US
BrandTIGER AIRWAYS
Product / ServiceAIRLINE
CategoryB03. Consumer Services
EntrantSTARCOM MEDIA WORLDWIDE Singapore, SINGAPORE
Entrant Company:STARCOM MEDIA WORLDWIDE Singapore, SINGAPORE
Media Agency:STARCOM MEDIA WORLDWIDE Singapore, SINGAPORE

Credits

Credits

Name Company Position
Ivan Wong Starcom Media Worldwide Manager
Nirelle Goh Starcom Media Worldwide Senior Planner
Anne Marie Low Starcom Media Worldwide Investor

Results and Effectiveness

Unprecedented awareness and interest for Tiger Airways. Additional 10,000 flyers had to be printed. By end-March, tigerairways.com’s site traffic was the highest in the entire airline category, with 144,000 unique visitors and 348,000 visits - Impressive, especially vs. 2nd-place Singapore Airlines, at 128,000 and 233,000 respectively. Despite challenging economic times, passenger numbers increased by almost 10% vs. same period YA. Extensive PR was generated across various media like AsiaOne, iMarketer, TODAY, The New Paper, Lianhe Wanbao, My Paper and AdAsia. Not counting the wider public interest seen from posted comments on STOMP – a leading interactive news platform.

Creative Execution

The solution - make the activation, and by association the brand, real and relatable, interactive and innovative, intimate and human. Make the communication what Tiger itself is - quirky and low-cost. We took to the streets with a ‘Tigress Squad’ – a guerilla effort revolving around a group of five dressed-up cheerleaders who each personify Tiger’s “fun, cheeky and energetic” attributes, capturing attention with their eye-catching outfits and bubbly personalities. The Squad was deployed to high traffic areas, handing out 30,000 customized sales flyers to our key prospects. As they walked around, our cheerleaders carried placards and showcased cheerleading routines, all over a 7-week period in high footfall places such as Raffles Place, Orchard Road and specifically near the bus terminals at Golden Mile and Queen’s Street. In addition, another 10,000 sales flyers were also distributed at key shopping, dinning, cafes and restaurant outlets.

Insights, Strategy and the Idea

In December'08, the open skies agreement signed by the Singapore and Malaysian governments allowed budget carriers to fly the SIN-MAL route. A great opportunity for Singapore’s Tiger Airways! This also set the stage for intense competition between low-cost carriers, full-service airlines plus bus companies for value-conscious consumers who traditionally prefer buses as their travel mode because of low price and convenience. Our key target was defined as “anyone who enjoys taking short holidays and seeks value for money”. They are not positively predisposed to the Tiger brand and still have ‘high’ expectations of their choices even though they are paying low cost. With little product differentiation, low-budget consumers typically evaluated their selections based on promotions. Tiger needed to compete on an ‘experience level’ to drive emotional preference, bringing alive their “cheeky, smart, sassy and fun” attributes while promoting a faster, reliable and alternative travel means to Malaysia.