Tigerair unveils second phase of its Infrequent Flyers campaign via McCann Melbourne
The second phase of Tigerair’s Infrequent Flyers campaign launches today, led by a 90-second commercial named “Chickens” and created by McCann Melbourne.
Unlike other airlines’ frequent flyer programs, the Tigerair Infrequent Flyer Club was created by McCann to deliver almost nothing other than recognition for Australians who don’t fly as often as they would like, but still like the idea of being part of a frequent flyer scheme. Members do get to choose their own membership card colour – from ’70s brown all the way to triple emerald sapphire ivory. But they also have to print out the card at home themselves.
This seemingly underwhelming proposition was backed by an irreverent launch campaign that garnered significant media attention and has proved to be a huge success for Tigerair with the Infrequent Flyer Club now boasting over 500,000 members.
The new 90-second “Chickens” spot will air in cinemas across the country and continues Tigerair’s disruptive take on frequent flyer programs as part of a broader campaign push that features upgrades to the program, including a new menu that members can download to enjoy their own gourmet airline food – as long as they cook it at home.
Says Pat Baron, executive creative director of McCann Melbourne: “The Infrequent Flyer program represents exceptional value for Australians who don’t fly all that often. And who better than the chickens of Australia to represent those who just don’t fly that much? It’s a deliberately fun and unconventional spot, just like the program itself.”
Says Adrian Mills, managing director of McCann Melbourne: “Who really needs a lounge when we travel? Most of us have one at home. The Infrequent Flyers Club highlights Tigerair’s focus on keeping things low-cost and great value.”
1 Comment
This is bloody funny!