Wrangler's geotargeted app cements positioning as road companion

Developed by TBWA\Digital Arts Network Hong Kong, Wrangler Mileage is a mobile app that once installed, runs silently and creates a personalised map of the user's daily journeys.

"Wrangler has a unique positioning of a 'Companion for the Open Road'," said Vincy Ho, marketing director at Wrangler. "We believe life should be lived instinctually and that adventure is part of it." 

Luke Eid, head of TBWA\Digital Arts Network Hong Kong, added that Wrangler Mileage uses technology in a way that encourages people to physically get out there. "Try going for a walk between 8 pm and 3 am during a full moon and see what happens,” he said.

In the iOS app, an array of geographic variables are tracked, including location, weather, time, land formations, lunar phases and altitude. Algorithms use those data to create an interactive infographic showing the total mileage the user has travelled.

 

CREDITS

Campaign Name: Wrangler Mileage
Client: Wrangler Asia
Creative Agency: TBWA\Digital Arts Network Hong Kong
Managing Director: Joanne Lao
Head of Digital Arts Network: Luke Eid
Creative Director:  Lincoln Damen
Senior Digital Art Director: Joe Choi
Digital Art Director: Mike Choy
Account Director: Ida Mak
Senior Account Manager: Christina Suen
Senior Copywriter: Fung Chan
Digital Executive Producer: Anne Chan
Head of Creative Technology: Victor Norgren
Head of Planning: Terence Ling