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Digital loyalty platform The 1 launches new app, unveils new campaign

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Thailand – Thailand’s digital lifestyle and loyalty platform, The 1, has launched its new app that allows its members to check, redeem, and claim rewards swiftly. 

According to The 1, the majority of its members are unaware of the huge loss of exclusive privileges they are missing out on the new app. The new app will help educate and encourage its members to make full use of this app. 

Nutthapong Wannakovit, Wunderman Thompson’s client service director, shared that interesting data from The 1 revealed that over 19 million members had their points and privileges expire, with over 15 million privileges worth THB200m. 

“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,” said Wannakovit.

Following the launch of the new app, The 1 has also launched a new spot titled ‘The Internship Day’, which was created in collaboration with creative and CRM agency Wunderman Thompson Thailand. The spot centres the story around a fictionalised ‘lost and found department’, which represents ‘The 1 App’. It features an innocent, young intern’s tasks to hunt down its members, educate, and convince them to use the privileges. 

Moreover, the spot breaks down the three key benefits of ‘The 1 App’ for the different consumers’ needs, including the best deals for consumers who want to choose how to utilize their benefits, convenience for those who like flexibility, and personalized benefits for every unique member to encourage those who are still using family members’ accounts to switch to their own.

Park Wannasiri, Wunderman Thompson’s chief creative officer, noted that they had to share the benefits of ‘The 1 App’ in an interesting way, avoiding too many technical jargons, hard selling and making the spot relatable and highly entertaining. 

“‘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,” said Wannasiri.

The campaign is now available on Youtube and Facebook. It was also adapted into multiple formats to support different social media platforms, as well as a 15-second TVC.

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