The 1 App has launched a funny new campaign film “The Internship Day”. In the seven-minute ad –which could easily be mistaken for a Wes Anderson film– the Thailand-based digital lifestyle and loyalty platform highlights the problem that a lot of the app’s users never use their points and privileges before they expire.
Check it out.
“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,” said Wunderman Thompson’s Chief Creative Officer, Park Wannasiri.
“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.”
According to Wunderman Thompson it went viral in a short time following its release on YouTube and Facebook, with application downloads for The 1 App rising +95% during campaign launch. Its monthly active users also jumped to 41% after the campaign was launched, they said.
“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,” said said Wunderman Thompson’s Client Service Director, Nutthapong Wannakovit.
“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.”
Managing Director: Kawin Tangudtaisak
Head of Marketing: Hansa Wongsiripitack
Head of Branding and Communications: Muananon Poonsripatana
Wunderman Thompson Thailand
Chief Creative Officer: Park Wannasiri
Creative Director: Danai Apiwatmongkol
Art Director: Panupong Putong
Copywriter: Supalerk Silarangsri Nonthapat Cholavit
Managing Partner: Supannapa Traitonwong
Client Service Director: Nutthapong Wannakovit
Group Account Director: Kasidit Khantee
Account Manager: Kewalee Charoenjit
Account Executive: Supitcha Ploenchit
Senior Strategic Planner: Pichamon Karnchanaphoosakit
Strategic Planner: Siwakorn Seetaraso
Project Manager: Kanokwan Kaewkern
Producer: Supatra Assawateppitak