The Campaign

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. Objective 1: Increase airline revenue by 5% over 6 months. Objective 2: Attract 50,000 customers to our database. Objective 3: Make the campaign cost neutral in the first 6 months. We flipped frequent flyer club conventions to create Tigerair Infrequent Flyers Club. An integrated CRM platform that rewards people who hardly fly at all, with almost nothing at all. Don’t fly much? Join the club. The Infrequent Flyers Club 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.

Success of the Campaign

The Infrequent Flyers Club gave Tigerair Australia a new lease on life. The campaign captured the attention of the media with Infrequent Flyers 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. Despite a sub-optimal brand reputation and worrying rate of rejection, the appeal of the club was undeniable. The Infrequent Flyer Club campaign sparked a re-appraisal of Tigerair amongst a cynical audience whilst also driving sales. The campaign delivered in its first year an annualised ROI of 229%. A brand that people once loved to hate, and only flew as a last resort, has become something people are buying into.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was implemented through a mixture of paid, owned and earned channels, driving high reach and frequency for the critical target. Paid: 1. Social Platforms – Facebook, Twitter, Instagram, YouTube. 2. Digital display - Multichannel 3. Airport outdoor – Small Format 4. Radio 5. Cinema Owned: 1. Ambient outdoor 2. Website 3. Facebook / Twitter 4. Terminal outdoor Earned: 1. Social PR – Facebook, Instagram, Twitter sharing. 2. Digital PR – Blogs, New, Airline Industry Sources Mainstream PR – Broadcast & Press

We needed to give people a reason to choose Tigerair not as a last resort because it was the cheapest option, but as their first because it offered the best value. With 77% of Australians flying less than three times a year because they believed flying to be too expensive, we needed to drive a re-evaluation of Tigerair’s value proposition in a market still coming to terms with low-cost flight. Importantly, as the smallest of Australia’s four major airlines, we identified the need to develop a more direct relationship with our customers in order to compete effectively. The measurable 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 Idea TIGERAIR Infrequent Flyers. Don’t fly much? Join the club. We took frequent flyer category conventions and flipped them.