Smiles is one of Brazil’s biggest mileage programs. It’s business is to make people travel more and enjoy it to the maximum. To differentiate Smiles from competitors, we developed a unique literary content to be consumed at the most appropriate moment to remember Smiles: in a trip, when the reader is traveling. Thus was born TRIP BOOK SMILES, the book whose story follows the journey of Smiles customers through geolocation. The story is always the same, but the places switch to the city where the reader is. For special customers, we have developed an unique e-reader. And other potential customers had access to the same content through an application.

TRIP BOOK SMILES had repercussions worldwide, both in the trade as major media, specially in travel blogs and technology. Thus, Smiles has positioned itself as an innovative and cultural brand awareness. In addition to that, the download rate and the request for the physical unit were higher than expected. Until now, Smiles has increased 30% the airline tickets emission.

We used the media in a completely unusual way, as a tool to entertain and maximize consumer travel, a key moment for Smiles. This media has two formats: a completely new device, which combined an unprecedented e-paper and geolocation, in an exclusive way for Smiles special clients. And another more democratic way through iOS and Android applications. So that everyone who wanted to could live this experience in his/her tablet.

We created a content that instigate and intensify trips, Smiles main business for their customers. For this, we used a content that no competitor had already used: a book. We created the TRIP BOOK SMILES, the first book whose story travels with the reader. We took the relevance of the author – one of the most important writers of Brazil - and the know-how of innovation, to show the Smiles expertise about travels. The strategy was to distribute the book in an e-reader format customized for special customers, and an iOS and Android application for other customers (including prospects).