S-OIL Ambient, Case study Here balloon by Cheil Seoul

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Here balloon

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Industry Industrial Equipment & Agricultural Machinery
Media Ambient, Case study
Market South Korea
Agency Cheil Seoul
Director Jongmyung Kang
Executive Creative Director Thomas Hong-Tack Kim
Art Director Kakyoun Park, Keetae Ryu
Copywriter Inhyang Moon
Producer Seungwoo Son
Released May 2012


Cannes Lions 2012
Promo and Activation Lions Best Use of Ambient in a Promotional Campaign Bronze

Credits & Description

Category: Transit
Advertiser: S-OIL
Product/Service: S-OIL
Chief Creative Officer: Ina Choi
Executive Creative Director: Thomas Hong-Tack Kim
Creative Director: Inhyang Moon
Copywriter: Inhyang Moon
Art Director: Kakyoun Park/Keetae Ryu
Producer: Seungwoo Son
Director: Jongmyung Kang
Camera Director: Ghang Yi
Editing: Kyoungho Ha (Mercury)
Recording: Inwoo Hwang (Kiss FM)
Account Director: Yusok Jung (Cheil worldwide)

Ambient Execution Description
South Korea, a country devoid of oil.
Seoul, a city where one fourth of Koreans live, with one of the world’s highest gasoline consumption. Car usage is increasing. Petroleum costs are rising. Parking spaces are scarce. People are stressed out. Every day, a Seoul driver wanders 500m to find a parking space. In a month, this equals 15km, or 1 liter of gas.

S-OIL, one of the four oil companies in Korea took action.
It is on a mission to save oil. Thus begins the HERE Campaign.
It has set up a HERE balloon for each parking space.
As a car parks in it, the balloon falls. When the car exits, the balloon rises.
Cars can spot these balloons from afar. They can spot open parking spaces without wandering. Finding quick parking means saving oil.
1 easily-spotted parking spot is worth 1 liter of oil saved.

“HERE” Balloons have saved drivers’ gas expenses through a new and interesting method. S-OIL, the oil seller gained the impression of an oil-saving company. Through “HERE” balloons, the public is directly engaged with S-OIL’s identity.