Title | FLYING BOOK |
Brand | AMWAY (THAILAND) |
Product / Service | AMWAY ONE BY ONE |
Category | A06. Integrated Mobile Campaigns |
Entrant | OGILVY & MATHER Bangkok, THAILAND |
Entrant Company: | OGILVY & MATHER Bangkok, THAILAND |
Advertising Agency: | OGILVY & MATHER Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nopadol Srikieatikajohn | Ogilvy/Mather Thailand | Chief Creative Officer |
Wisit Lumsiricharoenchoke | Ogilvy/Mather Thailand | Group Executive Creative Director |
Wikorn Rojarayanont | Ogilvy/Mather Thailand | Copywriter |
Kris Garford Spindler | Ogilvy/Mather Thailand | Copywriter |
Wisit Lumsiricharoenchoke | Ogilvy/Mather Thailand | Art Director |
Nopadol Srikieatikajohn | Ogilvy/Mather Thailand | Art Director |
Keatnapin Sobhinnon | Ogilvy/Mather Thailand | Art Director |
Kanang Wichitsakonkit | Ogilvy/Mather Thailand | Project Manager |
Prapatsorn Mahawana | Ogilvy/Mather Thailand | Project Manager |
Patsa Attanon | Ogilvy/Mather Thailand | Account Manager |
Chitpanu Kerdpanich | Ogilvy/Mather Thailand | Digital Planner |
Nuthawut Somsuk | Ogilvy/Mather Thailand | Senior Programmer |
Phuvadol Thongthavorn | Ogilvy/Mather Thailand | Senior Flash Programmer |
Poom Rattavisit | Ogilvy/Mather Thailand | Integrated Designer |
Digital Magic Effect House Co./Ltd. | Production Company | |
Veera Sae-Ung | Director | |
Chukiat Narongrit | Cinematographer | |
Arthit Mahasri | Film Producer | |
Sarote Winothai | Editor | |
Rakpon Rakkanam | Sound Production Company |
The Amway Thailand Foundation wanted to drive a record number of people to donate books to underprivileged children. IDEA Introducing Flying Book, 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. The Situation 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. To do this we needed to generate buzz and excitement among donors using a new book donation platform via website, mobile and iPad apps. The Strategy We brought together the latest technologies and social media, like Facebook, 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. Execution The Flying Book app was launched to get people to donate books and drive them to the www.flyingbook.org microsite. After selecting and following the book as it flies, donors will see the underprivileged children thank them personally as the book arrives at its destination.The Campaign ran according to the original plan for 3 months, between 22 February and 31 May 2012. The destination where all books are delivered is the underprivileged kids in Chiang Mai. RESULT Over 2000,000 books donated in the 1st month alone. 3 invaluable minutes of coverage on Thailand's top morning show Coverage on prime time variety shows