Tigerair Australia’s new campaign rewards anyone with a plane ticket.
Stuck in our cramped economy class seats or salivating over the meals in first class, we’ve all felt that pang of jealousy. Unless you’re an elite card-carrying, points-earning frequent flyer, you’ve experienced the unfairness of it all. A new campaign by McCann Australia for Tigerair, however, pokes fun at these programs with a club for “Infrequent Fliers.” In effect, it’s just an email marketing list with discount fares, but the features built around it, such as print-it-yourself membership cards and online games, will make customers feel like they’re part of something greater.
Of course, one wouldn’t be an Infrequent Flyer without the requisite membership card. Tigerair and McCann have come up with no fewer than 18 membership levels, each one a satirical description of color, from “really dark black” to “hipster chino.” In the low-cost spirit, the cards have to be printed out by customers themselves on their home printers.
The website for the campaign also features a deliberately pointless flight simulator game, whose anti-competitive instructions include:
1. Grab the plane.
2. Move it around continuously for as long as you can.
3. If you stop moving (to sip tea maybe) your score will go down.
4. Submit your score.
The campaign will also include a more traditional series of TV and print ads that will describe what customers won’t get from the no-frills airline, from lounges to “tiny bottles of vino.” Check out the TV spot for the “very small lounge:”