Results and Effectiveness

Over 200,000 books donated in the 1st month alone. • 3 invaluable minutes of coverage on Thailand's top morning show • Coverage on prime time variety shows • Column inches in the nation's leading newpaper

Creative Execution

Thailand's first ever Augmented Reality and Location-Based Book Donation platform. Flying Book makes it simple and fun to donate books; anyone can fly a book and follow it as it wings its way towards underprivileged children in distant provinces, regardless of their location. We brought together the latest technologies and social media, like Facebook, mobile application and microsite to create a new platform to allow people to virtually donate books. It is a way for the public to get involved and perform a good deed that is easy and quick and doesn't cost them any money.

Insights, Strategy and the Idea

The Amway Thailand Foundation organizes a book drive every year to assist the educational development of underprivileged children. However, they could never previously achieve their targeted numbers due to low interest/awareness of the public. Thus the company wanted a record number of people to donate books. The Amway Thailand Foundation wanted to arrest declining book donation numbers and achieve a record number of book donation. Buddhist Thais have a tradition of setting birds free to make merit and improve their karma. We applied that notion to something else that desperately needed to be free. Introducing Flying Book, Thailand's first ever Augmented Reality and Location-Based Book Donation platform. The Amway Thailand Foundation needed to generate buzz and excitement among donors using a new book donation platform via website, mobile and iPad apps.