Client – Tigerair

Markets –Australia

Timing – December 2014 – Present

Agencies/Vendors – McCann Melbourne

Tech Word Cloud – CRM program, targeting, personalization, e-commerce, lead generation and nurturing

Tigerair wanted to reevaluate their value proposition, so they created a bespoke CRM platform, the Infrequent Flyers Club, to change the brand image and drive engagement and sales.

BACKGROUND

Tigerair needed to give consumers a reason to choose Tigerair as their first port of call because it offers the best value, rather than their last resort. They sought to re-evaluate their value proposition in a market still coming to terms with low-cost flight options.

THE IDEA

Tigerair knows that often times, people who fly budget airlines are embarrassed by their choice, so they aimed to make flying cheap a badge of honor. The idea was to take frequent flyer club conventions and flip them, creating the Tigerair Infrequent Flyers Club. This integrated CRM platform rewards people who hardly fly at all. The campaign’s touchpoints all centered around the bespoke CRM platform, created to deliver directly deals to customers that included a fully integrated media campaign with digital, social ,radio, cinema and outdoor.

THE TECHNOLOGY

The CRM platform behind the Infrequent Flyers Club captures users’ travel habits and interests, and the data enables Tigerair to customize membership to the individual, serving them relevant sale fares and targeting travel information. The user can return to the member’s portal at any time to update their status and check flight deals. All of the campaign’s elements were designed with sharing in mind, and users can even print their own membership cards to share across social channels.

THE PROCESS

Both the creative concept and technology development for the campaign were executed by McCann Melbourne. They helped Tigerair create a platform that is intuitive, targeted, relevant, and most importantly, built for today’s technology.

THE RESULTS

Tigerair’s Infrequent Flyers Club has delivered very positive results for the brand. To date, there are over half a million members. The platform saw $2 million in direct sales over the past three months, and helped Tigerair achieve its first profitable quarter in five years. So far, there have been over 45 million target audience impressions, and in its first year, the campaign delivered an annualized ROI of 229%.