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PHNX Awards

Creative Award
Paris, France
Thai Airways - "#StayHome Miles Exchange" by PHNX Awards 2021

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Title#StayHome Miles Exchange
Agency
Campaign #StayHome Miles Exchange
Advertiser Thai Airways
Brand Thai Airways
Date of First Broadcast/Publication 2020 / 4
Business Sector Transport, Travel and Tourism
Story 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. All they needed was an active frequent flyer membership (Royal Orchid Plus) with Thai Airways and the Stay Home Miles Exchange app on their device. With a simple and intuitive interface, the app used geolocation technology to determine if the user was within 100m radius of his / her home. Users could then track their own mile counters real time and enjoy home while collecting their rewards
Philosophy
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.
Problem 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.Creative IdeaWhile it’s customary to reward miles for the more you travel, Thai Airways has done the complete opposite and flipped the travel experience on its head, rewarding customers for staying within their own four walls. #StayHomeEarnMiles
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.
Media Type Digital
Length
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Copywriter
Digital Project Manager
Senior Programmer
Senior Programmer
Senior Developer
Front-End Developer
Project Manager
Client Services Director
Account Director
Account Executive
PR Company
Managing Director
General Manager
Business Group Director
PR Executive