Brief Explanation

As the smallest of the four airlines in Australia, Tigerair doesn’t have an advertising budget to compete head to head. To drive sales, we needed to develop a more direct relationship with the 77% of people who fly less that three times a year. We created a bespoke CRM platform that captures user travel habits and interests and linked these to shareable content and Tigerair’s best value deals. Campaign 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.

Results and Effectiveness

The Infrequent Flyers club campaign delivered remarkable results: • Half a million members. • $2 million in direct sales in the last three months. • 45 million PR impressions. • Tigerair’s first profitable quarter in 5 years. Despite a sub-optimal brand reputation and worrying rate of rejection, the club's appeal was undeniable. The Infrequent Flyer Club campaign has sparked a re-appraisal of Tigerair amongst a cynical audience whilst also driving sales. The campaign has delivered in its first year an annualised ROI of 229%. A brand that people once loved to hate has become something people are buying into.

Creative Execution

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

Insights, Strategy and the Idea

The target audience for the campaign was the 77% of Australians who aren’t frequent flyers. That is, they fly than less than 3 times per year, simply because they believe it’s too expensive. Taking existing customer data that revealed habits and interests, we were able to position the campaign in the most relevant digital channels to drive mental saliency and direct response. With a very limited budget, the combination of highly targeted online and offline media hit the most likely flyers in the most likely places, making the campaign look far bigger than the actual investment.