FLYING BOOK by Ogilvy & Mather Bangkok for Amway

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FLYING BOOK

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market Thailand
Agency Ogilvy & Mather Bangkok
Released June 2012

Awards

Spikes Asia 2012
Mobile Integrated Mobile Campaigns Bronze

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