Quite often I end this section by saying that I wish I would have done something like this. Well this time I actually have. Campaign we did couple of years back to ST1 was based on similar notion, although the loyalty card worked differently (you got immediate discount when using that card).
Tigerair has been mentioned on this blog before, but this time they really nailed it right:
Insight: People have a love & hate –relationship with loyalty cards. Pretty much everyone knows that they are bullshit and eventually increase the prices you pay. Still almost everyone falls into them and their ridiculous schemes. This campaign makes fun of that notion and recognizes the fact that eventually with budget airline you are only interested about discounts.
I just love when brands have humor to laugh at category conventions.