INFREQUENT FLYERS CLUB

Bronze Spike

Case Film

Presentation Board

TitleINFREQUENT FLYERS CLUB
ClientTIGERAIR
Product/ServiceINFREQUENT FLYERS CLUB
CategoryI01. Integrated Multi-Platform Campaign
EntrantMcCANN MELBOURNE, AUSTRALIA
Entrant Company McCANN MELBOURNE, AUSTRALIA
Advertising Agency McCANN MELBOURNE, AUSTRALIA

Creative Execution

The Tigerair Infrequent Flyers Club lives online. We created a bespoke CRM platform that parodied the clichés of expected frequent flyer programs. The site gave members the power to choose the colour of their printable membership cards with eighteen membership levels (all offering the same thing), members could choose from ‘Aerobics Leotard Blue’ to ‘Bling Bling Ruby’ and ‘Triple Emerald Sapphire Ivory.’ There is also the added option of ‘saving minutes’ by printing Tigerair branded personalised paper luggage tags. The site describes them as ‘not all that sturdy, but if you laminate them they’ll do the job for sure.’

With the Infrequent Flyers Club living online, members could easily share their membership and other campaign elements. PR, social shares and direct response display advertising collectively drove sign ups to the club database that now total over 500,000 members - far exceeding the original goal of 50,000. The campaign has generated over 45 million PR impressions (both online and offline). In the last three months, the campaign drove $2 million dollars revenue to the business. This equates to an annualised ROI of 229% within its first year (the objective of creating a cost neutral campaign was delivered within 6 months).

The Infrequent Flyers campaign leveraged off the insight that 77% of Australians fly less than three times a year purely because they believe flying to be too expensive. This made clear that glamorous loyalty programs served no purpose to the majority of Australians. Instead of glossy cards and fancy lounges, we set out to make everything cheaper. We offered passengers affordable airfares and presented value through enabling travel rather than handing out meaningless points. Unfortunately, we were communicating to a nation that had a particularly poor relationship with Tigerair. After a series of safety concerns and years of poor media exposure, we needed to engage with our audience on a new level. Speaking honestly, humorously and within the cyber realm, we connected to people directly and were seen in a fresh light.

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
Links
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