WRANGLER MILEAGE

Short List
TitleWRANGLER MILEAGE
BrandWRANGLER ASIA
Product / ServiceWRANGLER APPARELS
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantTBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG
Entrant Company TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG
Advertising Agency TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG

Credits

Name Company Position
Christina Suen Tbwa\ Dan\ Hong Kong Senior Account Manager
Ida Mak Tbwa\ Dan\ Hong Kong Account Director
Terence Ling Tbwa\ Dan\ Hong Kong Head Of Planning
Victor Norgren Tbwa\ Dan\ Hong Kong Creative Technologist
Anne Chan Tbwa\ Dan\ Hong Kong Executive Producer
Mike Choy Tbwa\ Dan\ Hong Kong Digital Art Director
Joe Choi Tbwa\ Dan\ Hong Kong Senior Digital Art Director
Lincoln Damen Tbwa\ Dan\ Hong Kong Creative Director
Luke Eid Tbwa\ Dan\ Hong Kong Head Of Tbwa\ Dan\ Hong Kong
Joanne Lao Tbwa\ Hong Kong Managing Director
Vincy Ho Wrangler Asia Marketing Director

Brief Explanation

Wrangler has always believed that instinct and the call of the open road are what should drive a true adventure. But social media has created a culture of ‘disadventure’. It has robbed us of our sense of discovery, and denied us the ability to embark on adventures based on instinct. How has it done this? Reviews, recommendations, opinions, likes and ratings flood our news streams every day. This noise means we now know everything about an “adventure” before we’ve even left our home. Wrangler wanted to prove that technology could be used to reignite your instincts for adventure and at the same time something simple enough to take with you whenever you journeyed. Wrangler Mileage is a measure of your open road experience and much like the Wrangler spirit it never stops. Our app runs silently in the background tracking your movement and experiences and lets you get on with adventuring. Every time you explore a new area a grid piece is revealed and many variables are tracked. Proximity data including location, weather, time, land formations, attitude and others are multiplied and combined through a unique algorithm to reward you when you experience the world around you. Each unlocked grid space is designated with a colour based on the type of terrain you’re in. As you journey your Mileage dashboard reflects the type of life you’re living. Your personal measurement of adventure is displayed in a detailed and interactive infographic for you to explore as well as earning you Mileage – a special score that measures your journey and the experiences around you to encourage you to rediscover your world and drive your sense of adventure. You can unlock rewards for special combinations of experiences ranging from those for the novice traveller up to the experienced Wrangler. It’s Wrangler’s open road companion for those who want to live a life of true adventure.

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