The document proposes a marketing campaign to launch the BIG Card, a debit card that earns points for purchases to redeem for free AirAsia flights. The campaign would leverage Tony Fernandes' fame as the face of AirAsia by filming a "leaked" video of him angrily calling for better deals to help everyone fly. This would generate interest for a press conference where Tony announces the BIG Card launch at a mall transformed to resemble an airport for a week with flight attendants, check-in counters, and other airport elements to promote signups. A variety of advertisements would also promote the BIG Card.

1. Product
The 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

2. Objective
• Introduce the BIG Card to the public
• Initiate sign-ups
• Encourage BIG card holders to swipe with
BIG when they shop
Idea
Everything you buy takes you
closer to redeeming free flights

3. 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

4. Not everyone can fly!
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

5. 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

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

7. Helium Balloons

8. Sign-up Booths
Designed to look like
AirAsia check-in
counters at LCCT

9. 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

10. BIG Escalators

11. 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)

12. Hypermarkets / Supermarkets

13. Checkout Counters
Checkout counters
designed to resemble
airport departure gates

14. Shelf talkers
Trolleys
Shopping bags

16. Advertisements

17. Press Ad

18. Billboards /
Banners

19. Petrol Station Pump Wobbler
& Poster

21. Thank you