Amway: FLYING BOOK

Credits & Description:

Type of Entry Mobile

Category Integrated Mobile Campaigns

Title FLYING BOOK

Advertiser/Client AMWAY (THAILAND)

Product/Service AMWAY ONE BY ONE

Entrant Company: OGILVY & MATHER Bangkok, THAILAND

Advertising Agency: OGILVY & MATHER Bangkok, THAILAND

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

Links: http://www.ogilvyiu.com/work/award/spirkes/flyingbook/

Brief Explanation

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