Tigerair rewards infrequent flyers with a not-so-loyal scheme via McCann Australia
Tigerair is targeting everyday Australians who would love to fly more with a new online community, called the Infrequent Flyer Club, created in partnership with McCann Australia.
The Infrequent Flyer Club is essentially a CRM platform that allows Tigerair to keep Infrequent Flyers up-to-date with great deals to great destinations, and fulfill its mission of putting more people in the sky. The first 5,000 members to join will receive a free flight voucher for $100.
An integrated campaign including YouTube and other paid media channels, out-of-home, radio, social media, airport advertising and at-airport and on-plane activation will drive traffic to the website.
Says John Mescall, McCann Australia ECD: “Any airline can have a frequent flyer program, but it takes a special kind of airline to think 
about the people who may not be able to fly regularly. The Tigerair Infrequent Flyer Club is probably the best airline membership scheme in the world.
“Sure, you don’t earn points. And there’s no swanky lounge or any form of preferential treatment at the airport at all. But unlike other programs that force you into bronze, silver and gold, when you join 
Tigerair Infrequent Flyers you get to choose your own membership level. Mine is Aerobics Leotard Blue. And that beats free peanuts every time.”
Members can choose one of 18 membership levels, from Beer to Bin Green or Hipster Chino.
Agency: McCANN Australia
Creative: John Mescall, Pat Baron, Scott Hall, Nath Mallon
Account Service: Adrian Mills, Alec Hussain, Lachlan Wittick, Alex Haigh
Planner: Danish Chan
Digital: Pauline McMillan, Joe Guario, Alex Reid
Production: Chelsea Nieper
Production companies: Exit Films, Nice Bike
Client: Tigerair Australia
Commercial Director: Adam Rowe
Marketing Executive: Megan Coningsby
16 Comments
I like it. Making a virtue of being a tightwad. But will it overcome Tiger’s well-earned real-world image of being a povvo, crappy carrier? Not sure any amount of advertising can do that.
It is fun isn’t it. And it recognises that Tiger is unlikely to ever have frequent flyers – for most people once is enough.
Nice one S Club
Infrequent Flyers Club is just anyone who’s ever bought a Tigerair ticket.
I flew with them once, once.
Love it.
This is awesome.
Funny, But kind of reminds you of their crappiness.
Whatever Mescal & Baron are smoking I’ll take a kilo
Get over it nay sayers. Just proves these guys are genuinely capable of more than just a one off.
The Baron? Winter Is Coming!!!!!!
Two production companies? For that? Really?
So it’s the same as all other frequent flyer programs in that they incentivise you to fly with free flights but they call it the opposite for some reason? Is that just to be clever or have they just missed the mark completely? Weird ads. Bad strategy.
I think you’ve missed the point. It’s a fake program. You don’t get rewards or any incentives just cheap flights on the odd occasion you go away on holiday.
And no I don’t work at McCann. I thought these were good, made me laugh and definitely different from everything else out there.
I get that it’s a fake program. What they got wrong is that fake programs shouldn’t reward people for signing up. Yet this one does. It’s trying to be counter intuitive but it’s not.
I think the ads are funny and it’s different to most other things out there but somewhere along the line they’ve become confused in their own idea.
‘shouldn’t’?
what does that even mean? Like there’s a rule book or something? People, please don’t listen to guys like Not Right who’ll tell you there’s a right way and a wrong way to do things. This is absolute bollocks. who says it’s a fake program anyway? it’s real enough, it’s just anti-frequency.
anyway, a small incentive for the first people to join hardly destroys the counter intuitive nature of this. it’s still a program that rewards infrequent flying, and totally does not reward frequent flying. that’s the whole point of it.