The 1 App’s rookie intern reminds members how much they are missing out on in new work from Wunderman Thompson Thailand
Wunderman Thompson Thailand has created “The Internship Day” campaign video which breaks down the three key benefits of The 1 App for the different consumers needs: the best deals for consumers who want to choose how to utilize their benefits, convenience for those who like flexibility, and personalized benefits for every unique member to encourage those who are still using family members’ accounts to switch to their own.
The 1 is Thailand’s leading digital lifestyle and loyalty platform where its member’s earned points can be easily redeemed with a wide breath of privileges. Previously only available through The 1 Card, the program is now also available through The 1 App which makes it a breeze for its members to check, redeem and claim its rewards.
Despite having 19 million members nationwide, only 2 million of its members are highly active redeeming their privilleges. Majority of its members are unaware of the huge loss of exclusive privileges they are missing out on the new app. Our challenge was to introduce The 1 App and more importantly, to educate and encourage its members to make full use of this app.
“An interesting data from The 1 revealed that over 19 million members had their points and privileges expire, with over 15 million privileges worth 200 million Thai Baht! This means there are about 80% of members that lose their privileges every year without knowing it. The brand challenge is for us to communicate The 1 App’s key benefits, build more app engagement, and establish The 1 App branding,” said Wunderman Thompson’s Client Service Director, Nutthapong Wannakovit.
With so much that is lost yet can be easily found, an entertaining spot was created that centers the story around a fictionalized “Lost and Found Department”. This Lost and Found department represents The 1 App where its mission and purpose is told through an innocent, young intern’s tasks to hunt down its members, educate and convince them to use the privileges.
Wunderman Thompson’s Chief Creative Officer, Park Wannasiri, said: “We had to share the benefits of The 1 App in an interesting way, avoiding too many technical jargons, hard selling and make the spot relatable and highly entertaining. That’s why we created the Lost & Found department concept which represents The 1 App, that goes all out to protect its member’s privileges. “The Internship Day” spot is an entertaining storyline that fused its key product messages to differentiate The 1 branding and truly connect the brand with customers.”
The campaign was launched on Youtube and Facebook, and went viral in a short time. A 15 second TVC was also launched. The campaign video was also adapted into multiple formats to support different social media platforms. It was highly successful in driving awareness of The 1 app with great reactions from card members both old and new. Application download for The 1 App rose +95% growth during campaign launch. Its monthly active users also jumped to 41% after the campaign was launched.
Managing Director: Kawin Tangudtaisak
Head of Marketing: Hansa Wongsiripitack
Head of Branding and Communications: Muananon Poonsripatana
Agency Credits: Wunderman Thompson Thailand
Chief Creative Officer: Park Wannasiri
Creative Director: Danai Apiwatmongkol
Art Director: Panupong Putong
Copywriter: Supalerk Silarangsri Nonthapat Cholavit
Managing Partner: Supannapa Traitonwong
Client Service Director: Nutthapong Wannakovit
Group Account Director: Kasidit Khantee
Account Manager: Kewalee Charoenjit
Account Executive: Supitcha Ploenchit
Senior Strategic Planner: Pichamon Karnchanaphoosakit
Strategic Planner: Siwakorn Seetaraso
Project Manager: Kanokwan Kaewkern
Producer: Supatra Assawateppitak