Creative Execution

The BIG Dare offered a glimpse of the destination, which the player needed to guess within a limited time. But it wasn’t going to be that easy. Before a player advances to a new level, they are put in a tough spot – to leave the game with their hard-earned BIG Points, or take up the dare to go to the next level for even more BIG Points and risk losing it all if they make a wrong guess! The dare factor kept them on their toes throughout the game, in-line with their love for risks and thrills.

In just over 3 weeks, THE BIG Dare challenge reached thousands of players from multiple countries - Malaysia, Indonesia, Singapore and Thailand waiting for the game to start every day. The overwhelming response added to the excitement, because the average time it took for the daily quota of 105,000 points for weekdays and 112,500 points for weekends to run out was JUST UNDER 8 MINUTES! With a simple online challenge, we successfully close the gap between a slow loyalty programme and a young, thrill-seeking audience with rewards and destinations in a way that truly appealed to them.

AirAsia BIG is a loyalty programme that rewards people with free flights when they earn BIG Points. Unfortunately, people don’t share the same enthusiasm. They are generally young thrill-seekers and risk-takers, and the idea of collecting loyalty points was just unexciting and a little too slow. They didn’t see a point in BIG Points. We needed to engage them in a format that was appealing and change their perception of earning points. So we tapped onto their need of instant gratification and created The BIG Dare – an online challenge that tested their wits on identifying destinations and then instantly gratified them with BIG Points for every correct answer.