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...