Case Study Move It

MOVE IT: Making Everyday Commutes More Rewarding

How MOVE IT increased ride frequency and retention in a crowded moto-taxi market

MOVE IT: Making Everyday Commutes More Rewarding

How MOVE IT increased ride frequency and retention in a crowded moto‑taxi market

SECTOR

Superapps

CLIENT

Move It by Grab

SOLUTION

Engagement Programs

LOCATION

Philippines

SECTOR

Supperapps

CLIENT

Move It by Grab

SOLUTION

Engagement Programs

LOCATION

Philippines

THE CHALLENGE

MOVE IT needed to move beyond being a purely functional ride‑hailing option and become a habitual choice for daily commuters. While usage was frequent, engagement remained transactional, making it easy for riders to switch platforms in search of convenience or better value.

THE OPPORTUNITY

Retaining everyday commuters by embedding loyalty into daily behaviour and giving commuters compelling reasons to keep choosing MOVE IT over time.

WHY TLC

Ferrero partners with TLC for:

• Strategies a creative idea that aligned with their customer behavior

• Operate seamlessly across multiple international airports

• Deliver a globally redeemable reward with high perceived value
• Make redemption easy for travelers anywhere in the world

TLC's global travel rewards platform allowed customers to book hotel stays easily across 1 million hotels globally, making the reward genuinely valueable

Move It partners with TLC for:

⁠⁠⁠⁠⁠⁠⁠

Expertise in gamified loyalty mechanics that drive habitual behaviour
Ability to curate and manage large‑scale, lifestyle‑led reward ecosystems
Data‑driven engagement insights to identify trends and recommendations
Seamless integration into existing digital platforms

THE CHALLENGE

MOVE IT needed to move beyond being a purely functional ride‑hailing option and become a habitual choice for daily commuters. While usage was frequent, engagement remained transactional, making it easy for riders to switch platforms in search of convenience or better value.

THE OPPORTUNITY

Retaining everyday commuters by embedding loyalty into daily behaviour and giving commuters compelling reasons to keep choosing MOVE IT over time.

WHY TLC

Move It partners with TLC for:

Expertise in gamified loyalty mechanics that drive habitual behaviour
Ability to curate and manage large‑scale, lifestyle‑led reward ecosystems
Data‑driven engagement insights to identify trends and recommendations
Seamless integration into existing digital platforms

THE APPROACH

MOVE IT partnered with TLC Worldwide to launch MILAMIG WINS, a gamified rewards campaign built around a timely and resonant insight: commuting during the Philippine summer is hot, exhausting, and uncomfortable.

Launched during peak heat season, the campaign turned everyday rides into chances to cool down and get rewarded. Every five rides unlocked a chance to win, encouraging consistent usage while keeping the experience fun and rewarding.

Prizes were intentionally designed to help commuters beat the heat, from refreshing daily lifestyle rewards to cooling appliances and aspirational travel experiences. Seamlessly integrated into the MOVE IT app, MILAMIG WINS transformed routine commuting from a purely functional task into an emotionally engaging, loyalty‑building experience.

THE APPROACH

MOVE IT partnered with TLC Worldwide to launch MILAMIG WINS, a gamified rewards campaign built around a timely and resonant insight: commuting during the Philippine summer is hot, exhausting, and uncomfortable.

Launched during peak heat season, the campaign turned everyday rides into chances to cool down and get rewarded. Every five rides unlocked a chance to win, encouraging consistent usage while keeping the experience fun and rewarding.

Prizes were intentionally designed to help commuters beat the heat, from refreshing daily lifestyle rewards to cooling appliances and aspirational travel experiences. Seamlessly integrated into the MOVE IT app, MILAMIG WINS transformed routine commuting from a purely functional task into an emotionally engaging, loyalty‑building experience.

THE APPROACH

MOVE IT partnered with TLC Worldwide to launch MILAMIG WINS, a gamified rewards campaign built around a timely and resonant insight: commuting during the Philippine summer is hot, exhausting, and uncomfortable.

Launched during peak heat season, the campaign turned everyday rides into chances to cool down and get rewarded. Every five rides unlocked a chance to win, encouraging consistent usage while keeping the experience fun and rewarding.

Prizes were intentionally designed to help commuters beat the heat, from refreshing daily lifestyle rewards to cooling appliances and aspirational travel experiences. Seamlessly integrated into the MOVE IT app, MILAMIG WINS transformed routine commuting from a purely functional task into an emotionally engaging, loyalty‑building experience.

PROVEN PERFORMANCE

With a USD 28 million prize pool, MILAMIG WINS delivered sustained engagement and loyalty at scale.

PROVEN PERFORMANCE

With a USD 28 million prize pool, MILAMIG WINS delivered sustained engagement and loyalty at scale.

PROVEN PERFORMANCE

With a USD 28 million prize pool, MILAMIG WINS delivered sustained engagement and loyalty at scale.

+80%

Unique
Conversion
Rate

44%

Participated
More than 2X

2 MIL+

Campaign
Website
Visits

+80%

Unique
Conversion Rate

88%

Participated
More than 2X

2 MIL+

Campaign
Website Visits

+80%

Unique
Conversion
Rate

88%

Participated
More than 2X

2 MIL+

Campaign
Website
Visits

By transforming everyday rides into rewarding experiences, MOVE IT strengthened engagement, increased ride frequency, and differentiated itself among competitor platforms.

HEAR DIRECTLY
FROM THE CUSTOMER

“I’m extra happy because I’ve been planning to treat my nanay to an overseas trip for her 60th Birthday, and she’s always wanted to go to Japan. Thanks to Move It, I can finally make that happen! Huge thanks to Move It for making this possible!.”

- Grand Prize Winner of Trip to Sapporo

HEAR DIRECTLY FROM THE CUSTOMER

“I’m extra happy because I’ve been planning to treat my nanay to an overseas trip for her 60th Birthday, and she’s always wanted to go to Japan. Thanks to Move It, I can finally make that happen! Huge thanks to Move It for making this possible!.”

- Grand Prize Winner of Trip to Sapporo

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