Wrangler launches new mobile app to reignite your open road spirit with Wrangler Mileage via TBWA\Digital Arts Network Hong Kong
Wrangler has launched a new mobile brand platform to reignite your instinctive nature for adventure and discovery.
Created by TBWA\Digital Arts Network Hong Kong, Wrangler Mileage is a mobile app that once installed on your mobile device, runs silently in your back pocket and creates your own personal map of the world that can be uncovered as you journey through life.
“Wrangler Asia Pacific has a unique positioning of “Companion for the Open Road”. We believe life should be lived instinctually and that new experiences and adventure are part of what makes life great. That’s why we have developed an app to reignite this interest and encourage users to physically get out there and onto the open road,” says Vincy Ho, Marketing Director of Wrangler.
Luke Eid, Head of TBWA\Digital Arts Network Hong Kong adds, “With the rise of social media, there are less chances to discover something for yourself. Wrangler Mileage uses technology in a way that encourages us to discover the world and make decisions based on our own instincts, as well as recognising and rewarding you the more you explore. Try going for a walk between 8pm and 3am during a full moon and see what happens!”
The map is divided into millions of grids that can be unlocked. Each time a grid is unlocked an array of variables are tracked such as location, weather, time, land formations, lunar phase, altitude and many more. This data is combined through a unique algorithm that creates your own interactive infographic and total mileage number, which becomes your personal measurement of your life journey.
Rewards can be unlocked for special combinations of experiences ranging from those for the novice traveller right up to the experienced Wrangler.
Credits – Managing Director: Joanne Lao. Head of Digital Arts Network: Luke Eid. Creative Director: Lincoln Damen. Senior Digital Art Director: Joe Choi. Digital Art Director: Mike Choy. Account Director: Ida Mak. Senior Account Manager: Christina Suen. Senior Copywriter: Fung Chan. Digital Executive Producer: Anne Chan. Head of Creative Technology: Victor Norgren. Head of Planning: Terence Ling.