An airline club aimed at Infrequent Flyers – yes, Tigerair, realizing that a lot of their potential customers don’t fly on a regular basis, have started a club for them. This commercial, created by McCann Melbourne, is unconventional and fun – and has chickens.

Think about this idea for a minute. Do you have a group of customers who are being ignored because they are not the majority, not the obvious target of your marketing? What would it look like if you created something to make them feel like they belong? It may be worth a meeting or two.