Any airline can have a frequent flyer program, but Tigerair did something different — they created the Infrequent Flyers Club for people who don’t fly often.

It was a CRM platform that kept members updated with Tigerair’s cheapest fares and great deals. No points, no lounges, no perks — just 18 fun membership levels to choose from, like Wood Paneling, 2nd Place School Sports Ribbon Red, or Bling Bling Ruby. Mine’s Wood Paneling. Beats free peanuts every time.

The campaign helped shift Tigerair’s image from a disliked budget airline to a brand people actually chose.