Although we weren't initially fans of the complex earning structure Air Asia's BIG loyalty program, their unorthodox approach to branding their rewards demonstrates a wider strategy for leveraging partnerships more effectively. 

As can be seen in the excerpt below, Air Asia's "BIG" branding plays well with the more energetic messaging surrounding retail partners like KL Sogo retail chain. While this might seem like a small thing, it represents a 'big' (no pun intended) opportunity for enhanced ROI in the form of greater brand visibility. 

In cases like these, the question for loyalty program designers is:

Can we do something with our branding and packaging so partners want to use our brand more frequently -- rather than simply the occasional mention as is normally the case?

KL Sogo is leveraging BIG's energetic brand name 5 times in a single sentence -- because it fits well with an energetic B2C retail campaign.  The result is increased brand visibility for Air Asia with no further investment.