BIG Loyalty refreshes brand again to BIG Rewards

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BIG Loyalty, the loyalty programme under BIGLIFE, has rebranded to BIG Rewards to reflect the growth of its diverse offerings and eCommerce transactions. This is the second rebrand after it first underwent a refresh last September from AirAsia BIG Loyalty to BIG Loyalty. The initial refresh was to highlight the fact that flights are not just the only thing it offers.

BIGLIFE's CEO Spencer Lee said the word "Reward" spells out the benefits for its members and "is a stronger and more attractive proposition" in today's eCommerce world. Under the new brand name, BIG Points will continue to power the airasia.com ecosystem as a digital loyalty currency. The points can be used across all lines of business, from travel and shopping to food on airasia.com.

Lee explained to A+M that the last rebrand from AirAsia BIG Loyalty to BIG Loyalty focused on changing the perception that members can only earn and use BIG Points for flights. As it pivots the business to focus more on everyday lifestyle rewards and increase the usage of BIG Points as the most widely used loyalty currency in consumers’ daily lives, the team decided that a total rebrand was needed to truly bring new energy to its business and give new life to the brand.

The decision to rebrand was made in end November and the in-house team developed the new brand logo and planned the rebranding within the month of December 2020 to have a fresh start in 2021. A music video will be released later this week to introduce the new brand name and logo, as well as showcase BIG Rewards' range of products and services. The aim is to reinforce the core message of "Earn and use BIG Points in your daily lives".

"BIGLIFE is a data company and we aim to grow our member base further, increase members' earn and redemption activities with offers and rewards from airasia.com and various other partners, and increase members’ lifetime value," he explained.

When asked about his plans for 2021, Lee said BIGLIFE will focus on improving customer experience with innovative product offerings and driving better member engagement with enriched data. According to him, key business growth drivers for BIGLIFE this year would be on BIG Points Payment and BIG Xchange.

Last year, the loyalty programme celebrated its 10th year milestone by launching several products. They included BIG Deals to enable members to redeem a variety of lifestyle deals using BIG Points, and BIG Xchange, which offers members the freedom to convert their desired points instantly on a single platform.

During BIG Rewards' initial rebrand last year to BIG Loyalty, Lee said previously that the move reflects its mission to democratise loyalty points by making BIG Points easily accessible for users to earn and redeem. He added that it also marks the next phase of its journey and a new opportunity to grow together with its business partners.

The year 2020 also saw BIG Rewards revamp its mobile app with additional features offering BIG Members more choices to use their BIG Points beyond flights and travel. The loyalty programme also partnered with location-based mobile game developer Limpopo Technology to launch its all-new mobile game Let’s Gold, which took four months to develop. It also rolled out a “point expert” character last June named “BIGGIE” to educate BIG Members on the smarter ways to earn BIG Points fast, and new ways to use BIG Points for greater rewards and savings.