Any airline can have a loyalty program, but Tigerair, an Australian low budget airline did something different.

They created a loyalty program for people who hardly fly at all.

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 ordinary Australians chose.