Wilson Group's WIL platform pushes accelerator on new drive-and-earn programme

Driving and lifestyle rewards platform WIL is launching Hong Kong's inaugural drive-and-earn point programme, "Let's Go!". Targeted at all motorists in Hong Kong, the programme is touted to provide a new experience for motorists to earn free parking privileges and lifestyle rewards on-the-go. 

Launched in two phases, the programme's first phase will run from 27 June to 31 July this year. Meanwhile, the second phase is set to be launched in August, and will involve additional food and beverage, as well as lifestyle brands. As part of the programme, passing by specific locations will accumulate enable members to accumulate points, which then translates to promotional offers and shopping privileges. 

To promote "Let's Go!", WIL will organise a series of upcoming promotional events and collaborations with influencers. According to a statement to MARKETING-INTERACTIVE, WIL will be utilising digital solutions and integration as part of its marketing strategies. Additionally, to promote the platform, WIL will leverage several mediums such as website, Google, social media including Facebook, Instagram and YouTube, media collaboration with KOL and media channels, and CRM communications such as bus ads. 

As part of the "Let's Go!" campaign, the platform is rolling out its new "Earn Points Location" function, which allows members to automatically earn WL points as they drive past each "Earn Points Location". With the points accumulated, they can then redeem exclusive awards such as free parking offers, fuel vouchers, and other driving rewards. 

For instance, WIL explained that members can earn 100 WIL points each time they pass by over 150 "Earn Points Location" located in Hong Kong Island, Kowloon, New Territory, and Lantau Island. By passing through 8 "Earn Points Location" in two days, with 3,200 points earned, WIL members will be entitled to redeem 3,000 points for one-hour free parking. Additionally, triple points can be scored by driving through Tai Lam Tunnel. 

“We believe this is a one-of-a-kind feature that will allow us to engage with our target audience and provide attractive benefits to them. Motorists will not require any additional effort or change their driving habits in order to earn points in WIL," Let’s Go Limited, assistant general manager, Customer Engagement, Henrietta Yeo said. Yeo added that given the soaring petrol prices and other related expenses of owning a car, WIL can make Hong Kong motorists’ driving trips easier and more rewarding.

Previously in September 2021, WIL was launched by Wilson Group as an app with a rewards programme and real-time information to cater to drivers' needs. The app champions change under “smart mobility” in the Hong Kong Smart City Blueprint 2.0 announced by the Hong Kong government, offering information on the road from designated car parks, speed cams, EV charging stations and fuel stations on top of all latest car-related services in town such as car wash, auto repair, and towing services for members.

“I believe that what we’ve achieved will transform motorists’ driving experience and make them smarter drivers, which is just as important as building the infrastructure of a smart city like Hong Kong. We look forward to bringing them an even better WIL in the future,” said Henry Louie, managing director, Wilson Group, previously. 

Other features in the platform includes an in-app map which enables navigation and provides information of available parking spots with the occupancy rate of a car park, where users can earn points and use coupons for free parking. Additionally, members can easily keep track of their driving expenses including refueling and parking fees, while they can also obtain car-related news and articles with driving tips from influencers and editors, through the app. 

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Wilson Group rolls out app with real time information, pushes campaign