benchmark report
airline marketing
the infrequent flyers program
digital
flat or not
TIGERAIRAUSTRALIA
Tigerair Australia’s latest campaign ‘The Infrequent Flyers Program ’ reaches out to passengers who use the low-cost carrier less regularly than they would like. The tongue-in-cheek program, created by McCann Australia, pokes fun at serious frequent f lyer memberships and offers print-at-home membership cards in colours such as ‘Bin Green’ and ‘Aerobics Leotard Blue.’ Besides showcasing special offers, the stand-alone website utilises a variety of fun elements, from print-out luggage tags and a f light simulator, to stimulate interaction with the site and generate airmiles that actually mean nothing. The scheme’s humorous front is actually a customer relationship management program that offers regular updates on
MAY 2014 ISSUE
KLM
great travel deals as well as surprises and rewards without having to spend cer tain amounts to qualify. “We wanted to create a club that on one side is a bit of fun but on the f lip side offers some tangible travel benef its,” said Tigerair’s head of communications Vanessa Regan. The campaign consists of an integrated marketing platform including YouTube videos , out of home and radio adver tising, social media, airpor t adver tising and on-plane activation in order to drive traff ic to the stand-alone website and encourage membership uptake. The f irst 5,000 members were treated to a AU$100 voucher towards future f lights bookings.
To promote the recent introduction of full-f lat seating in its long-haul Business Class, KLM has created a multi-platform campaign titled ‘Flat or Not.’ Shot at KLM’s hub at Amsterdam Schiphol Airpor t by adver tising agency DDB & Tribal Worldwide , the campaign is based around a fake seat in the airpor t, which without warning will recline to a fully f lat bed when passengers in the airpor t take a seat on it. On the day, passengers who accepted their reclining fate were gifted a pair of return Business Class tickets, whilst passengers who jumped from the seat as it star ted to recline were offered nothing. The event was f ilmed in secret by a series of f ive cameras hidden around the terminal. The footage was then used to promote the new Business Class seats
via social media channels. The YouTube video has been viewed over 700,000 in just over a week. The video also links to an online game that challenges visitors to guess whether passengers would go ‘f lat or not’. Through a series of three attempts, par ticipants were rated on their success which they could share via Facebook, as well as enter a draw to win a pair of Business Class tickets.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
