REWARDING THE RIDE TO DRIVE 80% CONVERSIONS

The Challenge

The Philippine ride-hailing market is fiercely competitive.

Customers have access to multiple transport options with similar app experiences and a constant flurry of discounts and promotional offers. Riders were typically using whichever platform was the most convenient in the moment, not showing a genuine brand preference.

At the same time, rising costs meant that relying on discounts to retain riders risked eroding margins without building any lasting loyalty.

Move It needed a more sustainable way to encourage repeat behaviour and strengthen engagement over time, plus generate excitement during one of the busiest travel periods of the year.

Why TLC

TLC brought together behaviour-led loyalty expertise, gamification capability, and the ability to curate and manage lifestyle-led rewards ecosystems at scale, supported by seamless digital integration and a strong understanding of how to design programs that reflect real customer behaviour.

In addition to full campaign delivery, TLC provided ongoing customer insights throughout the program, helping Move It to identify opportunities and better understand rider behaviour.

The TLC Approach

Commuting in the Philippines is a daily necessity for many, but it is often uncomfortable, particularly during the summer months.

The campaign name itself came from the Filipino word “malamig”, meaning cool – a deliberate reference to both the climate and the idea of making everyday journeys more refreshing.

TLC identified an opportunity to turn that routine experience into something more engaging by rewarding riders for a behaviour they were already completing.

Working with Move It, TLC developed MILAMIG WINS – a gamified ride-to-win campaign where every five completed rides could unlock rewards. Prizes ranged from everyday cooling treats and lifestyle perks through to aspirational experiences, including a grand prize trip to Sapporo, Japan.

The mechanic was integrated into the Move It app, allowing users to unlock rewards and re-engage with the platform in a simple, intuitive way. The campaign launched during the peak of summer, ensuring the theme and rewards aligned with real commuter conditions and motivations.