ProductThe BIG Card•A debit card•Similar to a credit card except that your spending limit is equal to the amount of funds deposited into your prepaid account•When you make purchases with the BIG card, you earn points•Use your points to redeem free AirAsia flights•Shop. Swipe. Fly

Objective• Introduce the BIG Card to the public• Initiate sign-ups• Encourage BIG card holders to swipe with

BIG when they shop

IdeaEverything you buy takes you closer to redeeming free flights

Insight

• Tony Fernandes, the face of AirAsia

• Everything he does is scrutinized by the media

• Leverage on Tony’s fame to build interest for the BIG card’s launch

What’s it about

• Post a video of Tony Fernandes flying into a rage during a boardroom meeting

• He’s unhappy that AirAsia is still not doing their best to help everyone fly

• They need to come up with better deals to make flights more affordable (ASAP!)

How it works• Clip would be shot via a mobile phone• Leaked to the media and posted on YouTube, Facebook, Twitter and blogs

Not everyone can fly!

Outcome• Everyone will be curious and

speculate why Tony got angry• When Tony calls for a press

conference (shortly later) to explain, the nation will be all ears

• Tony announces the launch of the BIG card at Mid Valley Megamall

• For a week, the mall interior will resemble the LCCT

BIG Promoters

Attractive AirAsia flight attendants will mingle with mall patrons; enticing them to sign up. Who can say no?

Helium Balloons

Sign-up BoothsDesigned to look like AirAsia check-in counters at LCCT

BIG “Metal Detectors”• Placed at mall entrances• Beeps for every 101st person who passes

through• Every 101st person receives freebies (cap, key

chain, mini airplace, etc.) and BIG points

BIG Escalators

Shops• BIG luggage tags will

be placed next to price bars of selected items

• Shows how purchasing a product can put you closer to a destination (by earning BIG points)

Hypermarkets / Supermarkets

Checkout CountersCheckout counters

designed to resemble airport departure gates

Shelf talkers

Shopping bags

Trolleys

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Press Ad

Billboards / Banners

Petrol Station Pump Wobbler& Poster

Thank you