Tag Archives: tigerair

Anatomy of An Insight: Tigerair Infrequent Flyers Club

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.

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Moment of Truth for Your Brand is Always

I have had great experience every time I have flown TigerAir. I like the new look and the booking process  has been pleasant on their site. When I was booking a flight to Kuala Lumpur, my user experience was this:

Tigerair Missed Opportunity
Did I try again later?

Hell no, I booked my flight elsewhere. Planning the holiday is fun and you can spend hours and hours for that dreaming phase. After that dreamy planning, the actual booking of the holiday (especially from budget airline) is just a fast transaction. You want to those chores as fast as possible.

All the nice branding and positive experiences won´t help you if you fail in the basics. It is totally ridiculous that airlines (Tigerair is not the only one) seem to buy their most business-critical functions from wholesale. There should never be a situation of heavy traffic in airline site, if you really think about it. You should not be cheapskate in all the things, even though you are budget brand. Because in that category being effective always trumps brand loyalty.

In certain categories, your moment-of-truth is always.

Tiger failed when they should have performed and also missed sure sale as well. Actually I had to buy the flights from other airline, which has less friendly UI and far more ugly logo as well. Their site just was not down when it was the moment-of-truth for my transaction.

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