The Challenge

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The Bank of the Philippines Islands, one of the largest financial institutions in the country, tied up with AirAsia, the largest budget carrier in the region, to expand its Real Thrill Rewards points. Under the program, cardholders can convert RTR points to AirAsia BIG points and avail of free flights and hotels.

Because of the partnership's appeal to its customers,
BPI wanted to get out news about the promotion
within a week.

The Idea

M2.0 is no stranger to important news that needs to be spread quickly. But to maximize the impact, we didn’t just mobilize our traditional media network but our blogger community too.

Many of today's Filipino travelers are avid blog readers, which means blogs are often the best media outlet for travel-related stories.


The Execution

The Results

When customers realized that there were deals to be had after M2.0 delivered 37 media
pickups in top tier publications and blogs worth P2.8 million in media value, they started
converting RTR points to BIG points.