Lifestyle and Loyalty Platform The 1 App’s Rookie Intern Remind Members How Much They Are Missing Out

The 1 is Thailand’s leading digital lifestyle and loyalty platform where its member’s earned points can be easily redeemed with a wide breadth 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 two million of its members are highly active redeeming their privileges. 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 centres the story around a fictionalised '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 Thailand 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 utilise their benefits, convenience for those who like flexibility, and personalised benefits for every unique member to encourage those who are still using family members’ accounts to switch to their own.

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.