86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017




Grand Prix

Case Film

Presentation Board

CategoryD01. Use of Integrated Media
Name Company Position
John Mescall McCann Melbourne Executive Creative Director
Pat Baron McCann Melbourne Executive Creative Director
David Ponce de Leon McCann Melbourne Creative Director
Pat Baron McCann Melbourne Art Director
Andrew Jones McCann Melbourne Art Director
Andrew Jones McCann Melbourne Associate Creative Director
Scott Hall McCann Melbourne Designer
Dave Budd McCann Melbourne Designer
Alex Wadelton McCann Melbourne Copywriter
John Mescall McCann Melbourne Copywriter
Adrian Mills McCann Melbourne Managing Director
Tony Prysten McCann Melbourne Digital Director
Joe Guario McCann Melbourne Senior Digital Producer
Will Hollosy McCann Melbourne Senior Account Manager
Serrin Dewar McCann Melbourne Group Account Director
Alec Hussain McCann Melbourne Group Account Director
Danish Chan McCann Melbourne Senior Planner
Victoria Conners McCann Melbourne Agency Producer
Chelsea Nieper McCann Melbourne Agency Producer

Brief Explanation

As the smallest of the four airlines in Australia, Tigerair doesn’t have an advertising budget to compete head to head. To drive sales, we needed to develop a more direct relationship with the 77% of people who fly less that three times a year. We created a bespoke CRM platform that captures user travel habits and interests and linked these to shareable content and Tigerair’s best value deals. Campaign objectives. 1. Increase airline revenue by 5% over 6 months. 2. Attract 50,000 customers to our database. 3. Make the campaign cost neutral in the first 6 months.

Results and Effectiveness:

The Infrequent Flyers club campaign delivered remarkable results: • Half a million members. • $2 million in direct sales in the last three months. • 45 million PR impressions. • Tigerair’s first profitable quarter in 5 years. Despite a sub-optimal brand reputation and worrying rate of rejection, the club's appeal was undeniable. The Infrequent Flyer Club campaign has sparked a re-appraisal of Tigerair amongst a cynical audience whilst also driving sales. The campaign has delivered in its first year an annualised ROI of 229%. A brand that people once loved to hate has become something people are buying into.

Creative Execution:

The campaign was implemented through a mixture of paid, owned and earned channels, driving high reach and frequency for the critical target. Paid: 1. Social Platforms – Facebook, Twitter, Instagram, YouTube. 2. Digital display - Multichannel 3. Airport outdoor – Small Format 4. Radio 5. Cinema Owned: 1. Ambient outdoor 2. Website 3. Facebook / Twitter 4. Terminal outdoor Earned: 1. Social PR – Facebook, Instagram, Twitter sharing. 2. Digital PR – Blogs, New, Airline Industry Sources Mainstream PR – Broadcast & Press

Insights, Strategy and the Idea:

The target audience for the campaign was the 77% of Australians who aren’t frequent flyers. That is, they fly than less than 3 times per year, simply because they believe it’s too expensive. Taking existing customer data that revealed habits and interests, we were able to position the campaign in the most relevant digital channels to drive mental saliency and direct response. With a very limited budget, the combination of highly targeted online and offline media hit the most likely flyers in the most likely places, making the campaign look far bigger than the actual investment.