Infrequent Flyers Club|短视频|广告营销案例【ADGuider广告指南】

罕见的传单俱乐部

案例简介：观众该活动的目标受众是 77% 不是常客的澳大利亚人。也就是说，他们每年飞行不到 3 次，仅仅是因为他们认为太贵了。56% 的澳大利亚人拒绝驾驶老虎，大多数人从未尝试过。由于令人担忧的安全记录和糟糕的客户服务，Tigerair 很少有支持者，需要证明老客户是错误的，并说服新客户冒险。要做到这一点，我们需要诚实和直接地说话。我们需要强调我们超值的票价，让每天的澳大利亚人都可以乘坐飞机。客户简报或目标作为澳大利亚四大航空公司中最小的，Tigerair 没有广告预算来竞争。为了成功推动销售，我们需要与客户建立更直接的关系。我们创建了一个定制的 CRM 平台，捕捉用户的旅行习惯和兴趣，并将它们与可共享的内容联系起来。当与主页接触时，用户会经历一次注册之旅，要求客户分享旅行习惯和目的地偏好，使我们能够为个人定制会员资格。当用户选择自己的可打印和个性化卡片时，对个人的关注就更加明显了。像活动的大多数元素一样，包括 EDMs 内的销售定价，这张卡可以通过社交渠道与朋友分享。为了推动会员资格，我们使用了数字直接响应媒体的组合，包括显示网络、 edm 、社交和网络电影。执行在有限的预算下，一切都是为了打破澳大利亚航空公司应该提供的期望。利用不切实际的期望和日益增长的挫折感与毫无意义的忠诚计划的结合，我们做了一些在航空市场上没有做的事情,一个罕见的传单俱乐部。这个俱乐部建立在三个支柱上: 1。人们总是更喜欢诚实。2.创造一种归属感 3.制作廉价的荣誉徽章俱乐部发起了一场多点触控数字运动，该运动很快在社交媒体上兴起, 给推长寿超过六周的媒体爆裂。机场内部的安装也促使会员进入该网站，仅通过口碑，该俱乐部就在那里继续发展。结果罕见的传单俱乐部给了 Tigerair Australia 一个新的生命契约。这场运动吸引了媒体的注意，罕见的传单俱乐部获得了主要新闻媒体的报道。多年来，Tigerair Australia 第一次出现在新闻中，因为一些积极的事情! 更重要的是，罕见的传单带来了显著的结果。半百万成员。过去三个月的直接销售额为 200万美元。 4500万公关印象。 tigerair 5 年来的第一个盈利季度。尽管次优的品牌声誉和令人担忧的废品率,俱乐部的吸引力是不可否认的。不常见的传单俱乐部活动引发了对 Tigerair 的重新评估，audience 也推动了销售。该活动在第一年实现了 229% 的年化投资回报率。一个人们曾经喜欢讨厌的品牌，只是作为最后手段，已经成为人们购买的东西。概要 Tigerair 需要更多的人更频繁地飞行，他们需要用有限的营销预算来实现这一目标。由于无法在广泛的营销推广中与大型航空公司竞争，Tigerair 需要成为 direct 的定义, 向我们的客户讲述具体的需求和情况，并只提供与他们相关的航班，以确保每次收购的最低成本。Tigerair 需要与那些想要无忧无虑飞行的人交流; 我们剪掉了多余的东西，打开了罕见的传单俱乐部，提醒每个人 Tigerair 在澳大利亚的低成本提议。

罕见的传单俱乐部

案例简介：Audience 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. 56% of these Australians reject flying Tigerair, most without ever having tried. With a worrying safety record and poorly perceived customer service, Tigerair had very few advocates and needed to prove old customers wrong and convince new customers to take a chance. To do so, we needed to speak honestly and directly. We needed to highlight our great value fares that allow the everyday Australian to fly. Client Brief Or Objective As the smallest of the four major airlines in Australia, Tigerair doesn’t have an advertising budget to compete head to head. To succeed in driving sales, we needed to develop a more direct relationship with our customers.We created a bespoke CRM platform that captures user travel habits and interests and linked these to shareable content. When engaging with the homepage, the user is taken through a sign up journey that asks the customer to share travel habits and destination preferences, enabling us to customise the membership to the individual. The focus on the individual is further evident when the user selects their own printable and personalised card. Like most elements of the campaign, including sale pricing within EDMs, this card can then be shared with friends across social channels. To drive memberships, we used a combination of digital direct response mediums including, display networks, edm, social and web film. Execution With a limited budget, everything was created to disrupt the expectations of what an Australian airline should offer. Tapping into the combination of unrealistic expectations and a growing frustration with pointless loyalty programmes, we did something that hadn’t been done in the aviation market, an Infrequent Flyers club.The club was built on three pillars:1.People always prefer honesty.2.Creating a sense of belonging3.Making cheap a badge of honour The Club launched with an multi-touch point digital campaign that quickly took off in social media, giving the push longevity beyond its six week media burst. An installation within the airport itself also drove members to the website, where the club continues to grow through word of mouth alone. Outcome The Infrequent Flyers Club gave Tigerair Australia a new lease on life. The campaign captured the attention of media with Infrequent Flyers Club gaining coverage across major news outlets. For the first time in years, Tigerair Australia was in the news for something positive!More importantly, Infrequent Flyers 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 sub-optimal brand reputation and a worrying rate of rejection, the appeal of the club was undeniable. The Infrequent Flyer Club campaign has sparked 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, and only flew as a last resort, has become something people are buying into. Synopsis Tigerair needed more people flying more often and they needed to achieve this with a limited marketing budget. Unable to compete with the larger airlines in a broad marketing push, Tigerair needed to be the definition of direct, speaking to our customers specific needs and situations and offering only flights relevant to them to ensure the lowest cost per acquisition. Tigerair needed to communicate with those who wanted fuss-free flying; we cut the frills and opened the Infrequent Flyers Club, reminding everyone of Tigerair’s low cost proposition in Australia.