THAI Stay Home Miles Exchange
Award: Graphite Pencil
Graphite Pencil / Digital / Tactical / 2021
Award: Wood Pencil
Wood Pencil / Digital / Apps
Award: Wood Pencil
Wood Pencil / Direct / Acquisition & Retention
Award: Shortlist
Shortlist / Direct / Digital
With all planes grounded and people encouraged to stay home, Thai Airways flipped its miles programme upside down and, for the first time, gave people miles for not going anywhere. A specially developed app used geolocation technology to determine if the users stayed home and automatically rewarded them with miles. Stay Home Miles Exchange transformed a context where travel brands suddenly became irrelevant into an experience where they were not only relevant, they could engender loyalty.