David Smith and Adam Neale – Creative Team

To disrupt the traditional thinking around the benefits of airline loyalty schemes we worked with Mix & Match to rebrand their own loyalty program.

The result was ‘Disloyalty Points’, an anti-loyalty scheme that rewarded travellers for cheating on their usual airline by exploring the Mix & Match site. ‘Disloyalty Points’ also paved the way for an even bigger brand play, ‘Disloyalty Pays’, which put a spotlight on the financial benefits of being promiscuous when booking flights.