The 1 App: The Internship Day

Wunderman Thompson Thailand has 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 utilize their benefits, convenience for those who like flexibility, and personalized benefits for every unique member to encourage those who are still using family members’ accounts to switch to their own. The 1 is Thailand’s leading digital lifestyle and loyalty platform where its member’s earned points can be easily redeemed with a wide breath 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 2 million of its members are highly active redeeming their privilleges. 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. With so much that is lost yet can be easily found, an entertaining spot was created that centers the story around a fictionalized “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. 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.