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SUB CATEGORY :
RESILIENCE THROUGH CREATIVITY
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COMPANY ENTERING :
WUNDERMAN THOMPSON THAILAND, BANGKOK
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TITLE :
STAY HOME MILES EXCHANGE
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BRAND :
THAI AIRWAYS
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ADVERTISER :
THAI AIRWAYS INTERNATIONAL PUBLIC COMPANY LIMITED
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AGENCY :
WUNDERMAN THOMPSON THAILAND, BANGKOK
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CHIEF CREATIVE OFFICER :
JOAO BRAGA
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EXECUTIVE CREATIVE DIRECTOR :
PARK WANNASIRI
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CREATIVE DIRECTOR :
CHATCHAI BUTSABAKORN
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CREATIVE PRODUCTION DIRECTOR :
SETHATHIP SETHANANDHA
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COPYWRITER :
KUNAT CHAENGCHARAT
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ART DIRECTOR :
YANNAPAT BOONKATE
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CLIENT SERVICE DIRECTOR :
ANOCHA CHALADPRU
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ACCOUNT DIRECTOR :
WASNA JIRASURADEJ
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ACCOUNT EXECUTIVE :
PUFAH NUNTAVISIT
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PR AGENCY :
VERVE BANGKOK, BANGKOK
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MANAGING DIRECTOR :
CHANAPATT CHINDASANGUAN
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GENERAL MANAGER :
SARUTTAYA MAHANAVARANI
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EXECUTIVE PR :
PHITCHAYA SRITHIPHAPHIROM
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BUSINESS GROUP DIRECTOR :
PORNCHANAN YAMARAT
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CAMPAIGN SUMMARY :
WITH ALL PLANES GROUNDED AND PEOPLE ENCOURAGED TO STAY HOME, THAI AIRWAYS FLIPPED ITS MILES PROGRAM UPSIDE DOWN AND, FOR THE FIRST TIME, GAVE PEOPLE MILES FOR NOT GOING ANYWHERE. A SPECIALLY DEVELOPED APP USED GEOLOCATION TECHNOLOGY TO DETERMINE IF THE USERS STAYED HOME AND AUTOMATICALLY REWARDED THEM WITH MILES. STAY HOME MILES EXCHANGE TRANSFORMED A CONTEXT WHERE TRAVEL BRANDS SUDDENLY BECAME IRRELEVANT INTO AN EXPERIENCE WHERE THEY WERE NOT ONLY RELEVANT, THEY COULD ENGENDER LOYALTY.
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THE BRIEF :
CORONAVIRUS LANDED EARLY IN THAILAND AND OF ALL BUSINESSES, AVIATION WAS THE MOST BADLY HIT. AS THAILAND’S NATIONAL CARRIER, THAI AIRWAYS HAD TO INNOVATE TO STAY RELEVANT AND KEEP ITS CUSTOMERS ENGAGED WITH A DIFFERENT KIND OF TRAVEL EXPERIENCE.
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THE STRATEGY :
THE IDEA PLAYS ON THE UNIVERSAL INSIGHT THAT THE EXCITEMENT AROUND ANY TRIP DOESN’T START WITH THE FLIGHT – IT STARTS WITH THE PLANNING. SO THE BRAND WAS NOT ONLY REWARDING MEMBERS FOR STAYING IN, IT WAS ALSO GIVING THEM HOPE THAT FUTURE TRAVEL WAS NOT TOO FAR AWAY.
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THE EXECUTION :
WE FLIPPED OUR MILES PROGRAM UPSIDE DOWN, ENCOURAGING PEOPLE TO STAY HOME TO PREVENT THE SPREAD OF THE VIRUS. OUR APP USED GEOLOCATION TECHNOLOGY TO DETERMINE IF USERS STAYED WITHIN 100M RADIUS OF THEIR HOMES AND AUTOMATICALLY REWARDED THEM WITH MILES. WITH THAT, THAI AIRWAYS NOT ONLY REWARDED MEMBERS FOR STAYING IN, IT ALSO GAVE THEM HOPE THAT FUTURE TRAVEL WAS NOT TOO FAR AWAY.
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THE RESULT :
- #1 IN HEALTH & FITNESS CATEGORY IN THE APP STORE. - $764K PR VALUE. - 37,230 REGISTERED USERS. - 809,152 MILES AWARDED. - 3,236,608 MILLION HOURS SPENT INDOORS.
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