Grand Prix

Case Film

Presentation Board

CategoryD01. Use of Integrated Media


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

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.