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 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 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