Over 32K customers engaged by Singapore Airlines as they gamify loyalty programme

Success Stories

Singapore Airlines is an award-winning luxury airline, and is the flag carrier of Singapore. It operates flights to more than 60 destinations spread across 35 countries on 6 continents.

The brand has a strong reputation globally, having been named as the world’s best airline 5 times by Skytrax, and the same research firm certifies it as a “5-Star Airline.”

They also stand out in the marketplace through their incredibly strong branding. In addition to their easily recognisable cabin crew, visually represented by the “Singapore Girl,” they have a very distinctive logo in the form of a stylised bird, known as the silver kris.

This is why they have the SilverKris lounge, the KrisWorld in-flight entertainment system, and why their loyalty programme is called “KrisFlyer.”

The challenges 🌍

It’s easier to retain existing customers than to find new ones, so loyalty programmes in the modern commercial landscape are a must-have for airlines, but for loyalty programmes to be effective, they need people to sign-up or opt-in.

For this reason, loyalty programme membership acquisition across global markets is an important aspect of any airline’s external communications strategy, and this was central to the challenge Singapore Airlines was looking to overcome.

Specifically, Singapore Airlines was looking to:

• Drive up membership of KrisFlyer
• Reward and engage qualified customers
• Promote loyalty
• Support Singapore’s destination branding (their home base)

Gamification campaigns built to support marketing calendar events

Marketing game campaigns are ideal tools to optimise audience engagement around all the big events on your marketing calendar, and to maximise on big opportunities, as they can massively improve the level of audience engagement compared to traditional media by being more enjoyable and interactive.

In this case, the Singapore Grand Prix, held annually in either September or October, was an ideal occasion through which to drive loyalty programme membership acquisition for Singapore Airlines. Formula 1 is the pinnacle of motorsport with a growing global fanbase, and its races are a powerful magnet for tourists looking for premium experiences – matching perfectly with segments of a luxury airline’s target audience.

📱 Games and gamification experiences “by Drimify”

Singapore Airlines opted to customise a Drimify quiz, asking questions about the Singapore Grand Prix – specifically highlighting its unique qualities within the sport and facts on its previous edition. Anyone completing the quiz was entered into a prize draw offering the winner a trip to watch the event worth $6,500.

On the data collection form, participants had the option of also inputting their KrisFlyer membership number to double their chances of winning. Non-members of KrisFlyer were then invited to go to their website in order to sign up for free.

The combination of the opportunity to double one’s chances at such a premium and desirable prize, alongside a well-thought-out user experience that makes signing up easy, makes for a highly effective approach to loyalty programme membership acquisition.

The invitation to participate in the quiz resulted in 32,139 plays and an engagement rate of 80%.

A long-term loyalty solution

Because events like the Singapore Grand Prix are held annually, and because gamification works best as a long-term solution – conditioning audiences over time, and giving data points for every user action, this sort of loyalty promotion presents an ongoing opportunity to drive loyalty and create customer engagement that can be further optimised year-on-year.

It can become a perennial magnet for new members sign ups, and something that frequent flyers with the brand can come to look forward to.

Results and KPIs

Key figures ✈️

• 32,139 customers played the experience
• 80% engagement rate showing the power of gamification for capturing attention

Objectives achieved 🧑‍✈️

• Thousands of customer sign-ups to KrisFlyer 📈
• KrisFlyer loyalty programme elevated among its members 😍
• Singapore’s destination branding supported and Singapore Airlines in-turn as the nation’s main airline 🛫
• One lucky customer rewarded with a travel package worth $6,500 🧳

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