MOVE IT: Rewarding the ride to drive an 80% conversion rate

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. 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 business and strengthen engagement over time. They also wanted to generate excitement during one of the busiest travel periods of the year.

Why TLC

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

In addition to full campaign delivery, TLC provided ongoing customer insights throughout the program, helping MOVE IT identify opportunities and better understand rider behavior.

The TLC Approach

Commuting in the Philippines is a daily necessity for many, but it’s not the most comfortable experience – especially during the summer months.

The campaign name itself came from the Filipino word “malamig,” meaning cool – a deliberate reference to both relief from the weather and making daily journeys more refreshing.

TLC saw a way to make that routine more engaging by rewarding riders for something they were already doing.

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 cooling treats and lifestyle perks to aspirational experiences, including a grand prize trip to Sapporo.

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