Tigerair

Creative Brief

Objective

Develop a digital campaign to solve the myth of low-cost airlines that "cheap is equal to insecurity" and increase customer loyalty.

Why does our client need to advertise?

Tell the target audience that low-cost airlines have good quality and can give you a perfect flying experience.

What is advertising going to accomplish?

Solve the myth of the target audience. Build trust in low-cost airlines.

Who are we going to connect with?

Young people aged 20-35 years old. They only have a few savings but desire to travel abroad.

What are the most insightful things we know about them?

They want to spend less money to travel abroad.

What is the single most effective message that we can convey to them?

Cheap but good quality.

What else is there to know that supports this message?

1. "Tigerair Taiwan" was nominated for the "World Travel Awards" for the first time. They competed for "Asia's Leading Low-Cost Airline 2018" and "Asia's Leading Most Efficient Low-Cost Airlines 2018".

2. "Tigerair Taiwan" has been recognized by "Reader's Digest Trusted Brand" for three consecutive years and won the highest honor platinum award in the low-cost airline category.