INFREQUENT FLYERS CLUB

TitleINFREQUENT FLYERS CLUB
BrandTIGERAIR
Product / ServiceINFREQUENT FLYERS CLUB
CategoryA10. Integrated Campaign led by Content Platform
EntrantMcCANN MELBOURNE, AUSTRALIA
Entrant Company McCANN MELBOURNE, AUSTRALIA
Contributing Company McCANN MELBOURNE, AUSTRALIA
Production Company AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

Credits

Name Company Position
John Mescall McCann Melbourne Executive Creative Director
Pat Baron McCann Melbourne Executive Creative Director
David Ponce de Leon McCann Melbourne Creative Director
Pat Baron McCann Melbourne Art Director
Andrew Jones McCann Melbourne Art Director
Andrew Jones McCann Melbourne Associate Creative Director
Scott Hall McCann Melbourne Designer
Dave Budd McCann Melbourne Designer
Alex Wadelton McCann Melbourne Copywriter
John Mescall McCann Melbourne Copywriter
Adrian Mills McCann Melbourne Managing Director
Tony Prysten McCann Melbourne Digital Director
Joe Guario McCann Melbourne Senior Digital Producer
Will Hollosy McCann Melbourne Senior Account Manager
Serrin Dewar McCann Melbourne Group Account Director
Alec Hussain McCann Melbourne Group Account Director
Danish Chan McCann Melbourne Senior Planner
Victoria Conners McCann Melbourne Agency Producer
Chelsea Nieper McCann Melbourne Agency Producer

The Campaign

There are no relevant restrictions in this case. The Australian market for Branded Content reflects the conditions of the USA, UK etc.

Results

The Challenge We needed to give people a reason to choose Tigerair, not as a last resort, but as their first port of call because it offered the best value. This required a re-evaluation of Tigerair’s value proposition in a market still coming to terms with low-cost flight. The Objectives 1. Increase airline revenue by 5% over 6 months. 2. Attract 50,000 customers to our database. 3. Make the campaign cost neutral in the first 6 months. The Strategy We needed to shift flying Tigerair from a last resort, because it’s cheap, to a sign of savvy-ness. We needed to make choosing Tigerair less of a statement about how smart you are with your money. Execution Cinema and Online Films We created a film that reached into Australia’s infrequent flying heartland, airing in cinemas across the country and online. The film directed Australians to the Infrequent Flyers website. The Website The Tigerair Infrequent Flyers Club lives online. We created a bespoke CRM platform that parodied the clichés one normally expects of frequent flyer programmes. The site gave members the power to choose the colour of their printable membership card. We also added the option of ‘saving minutes’ by printing Tigerair branded personalised paper luggage tags ‘not all that sturdy, but if you laminate them they’ll do the job for sure.’ VIP Airport Lounge To challenge airline conventions we created a door at the Tigerair Gate labelled ‘Infrequent Flyers Lounge’. The catch? The door led nowhere but instead revealed a sign that read, “We don’t have a lounge, you have one of those at home”. Inflight Dining Book For the first time we made it possible for an airline’s customers to cook the in-flight menu at home, and then bring it on the plane. Because it’s probably cheaper.

Infrequent Flyers content on YouTube had over 1 million views with the viral spread of IFF messaging growing the database to over half a million people. Our audience engaged with the content across a number of social platforms including YouTube and Instagram. By using #infrequentflyers, passengers were able to form a community of like-minded value searching travellers. Members printed their own cards and baggage tags, taking the program quite literally to the skies. And for the truly infrequent flyer, the inflight dining cookbook saw the ‘triple beef platter’ gracing the kitchen table Australia-wide.

The Infrequent Flyers Club gave Tigerair Australia a new lease on life. The campaign captured the attention of media with Infrequent Flyers Club gaining coverage across major news outlets. For the first time in years, Tigerair Australia was in the news for something positive! More importantly, Infrequent Flyers delivered remarkable results. · Half a million members. · $2 million in direct sales in the last three months. · 45 million target audience impressions. · Tigerair’s first profitable quarter in 5 years. The campaign has delivered in its first year an annualised ROI of 229%.

The Tigerair ‘Infrequent Flyers Club’ is a bespoke CRM platform that captures user travel habits and interests and linked these to shareable content. When engaging with the Infrequent Flyer homepage, the user is taken through a sign up journey that asks the customer to share travel habits and destination preferences, enabling us to customise the membership to the individual. The focus on the individual is further evident when the user selects their own printable and personalised card. Like most elements of the campaign, including sale-pricing within EDMs, this card can then be shared with friends across social channels. The Tigerair Infrequent Flyers film “Chickens” was created to complement the broader integrated Infrequent Flyers campaign and was aired online and in cinemas around Australia. Telling the story of a flightless bird yearning to fly, the film illustrates the Infrequent Flyer Club’s proposition of “Don’t Fly Much, Join the Club”.