Amway: FLYING BOOK

Credits & Description:

Category: Best Use of Digital PR

Advertiser: AMWAY

Product/Service: BOOK DONATION PLATFORM

Agency: OGILVY & MATHER

Agency: VERVE PUBLIC RELATIONS CONSULTANCY

Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)

Executive Creative Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)

Copywriter: Wikorn Rojarayanont (Ogilvy & Mather Thailand)

Copywriter: Kris Garford Spindler (Ogilvy & Mather Thailand)

Art Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)

Art Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)

Art Director: Keatnapin Sobhinnon (Ogilvy & Mather Thailand)

Agency Producer: Kanang Wichitsakonkit (Ogilvy & Mather Thailand)

Agency Producer: Prapatsorn Mahawana (Ogilvy & Mather Thailand)

Account Manager: Patsa Attanon (Ogilvy & Mather Thailand)

Digital Planner: Chitpanu Kerdpanich (Ogilvy & Mather Thailand)

Senior Programmer: Nuthawut Somsuk (Ogilvy & Mather Thailand)

Senior Flash Programmer: Phuvadol Thongthavorn (Ogilvy & Mather Thailand)

Integrated Designer: Poom Rattavisit (Ogilvy & Mather Thailand)

Production Company: (Digital Magic Effect House Co.)

Director: Veera Sae-Ung

Cinematographer: Chukiat Narongrit

Film Producer: Arthit Mahasri

Editor: Sarote Winothai

Sound Production Company: Rakpon Rakkanam (The Peach Band)

Media placement: DIGITAL PR - - 22 February And 31 May 2012



Summary of the Campaign

BRIEF:

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 organises 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.



The Goal

The Amway Thailand Foundation wanted to arrest declining book donation numbers and achieve a record number of book donations. To do this we needed to generate buzz and excitement among donors using a new book donation platform via websites, mobiles 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 donate books virtually. 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.



Documented Results

RESULT:

• Over 2m books donated in the 1st month alone.

• 3 invaluable minutes of coverage on Thailand's top morning show

• Coverage on prime time variety shows

• Column inches in the nation's leading newspaper