uob krisflyer credit card

Everyone knows how miles credit cards work. What we wanted to click in people's minds is that when you've got a card like this one that earns you the most miles (at the time of launch) in a shorter time, long haul flights are made more affordable. The insight? People were still traveling frequently to the same close-by destinations in Asia. So with my team of two, we helped people remember that there's so much of the world to experience, through a social experiment participants didn't even realise they were a part of.

Integrated Campaign

case study video

Here's a concise case study to walk you through how our social experiment triggered people to rethink their travel desintations.

The campaign reached over 500,000 Singaporeans in the first month of launch. There were over 23,000 sign-ups for the UOB KrisFlyer Credit Card in the first 3 months. This was 123% above our KPIs.

This was possible because we didn't go out to sell a miles credit card. We opened people's eyes to how travel makes you richer, when you continue to explore the unknown. And that emphasised the role the credit card could play in people's lives.

Launch: social experiment video

For this social experiment to be possible, we developed the app to calculate how much of the world each participant would likely experience in their lifetime.