Tigerair Australia: Infrequent Flyers Club

This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.

Tigerair Australia: Infrequent Flyers Club

Agency: McCann Melbourne

Brand: TigerairAdvertiser: TigerairCountry: Australia

Objectives

Introduction

In 2014, Australia's unpopular and unprofitable low-cost airline Tigerair, set out to do the seemingly impossible; To change public perception of an airline that 59% of the Australian adult population actively rejected (Ref 1: People Theory Research 2014), to create advocacy for the brand where little existed, and to create a new database of customers to efficiently market to. Our solution was to create a new kind of loyalty program.

But how you create a loyalty program for an airline that nobody is loyal...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands