Cheiljedang Case study Donating 2-Barcode Water by Cheil Seoul

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Donating 2-Barcode Water

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Industry Water, Business equipment & services, Corporate Image
Media Case study
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Art Director Jinwoo Ryu, Han-Gyu Lee
Copywriter Youmi Jung
Released May 2012


London International Awards 2012
Non-Traditional Public Service/Social Welfare Short List

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Product/Service: MINEWATER
Chief Creative Officer: Ina Choi
Executive Creative Director: Thomas Hong-Tack Kim
Copywriter: Youmi Jung
Art Director: Han-Gyu Lee
Account Manager: Chanyoung Park
Art Director: Jinwoo Ryu (Cheil worldwide)
Illustration: Seungyoun Kim

Ambient Execution Description
Attention directly to the donating action?
Korean premium mineral water, MINEWATER [mine:wɑ:tə(r)] launched a new campaign that cares about people who suffers from the lack of safe drinking water. Even though people have good intentions to donate, connecting to sharing action is not easy at all.

Donating 2-barcode water!
It’s simple. No bills or no bothering.
Every product, in the world, has only one barcode, and MINEWATER has two!
One is for MINEWATER which costs 1$ and the other is for African children which costs 10cents. We call this a BARCODROP which is Barcode plus drop: barcode for donating water to Africa.
The African child illustration on the bottle shows a boy seeking for water which attracts an interest and it naturally induces to an action.
To donate, leave the BARCODROP on and scan it, that’s all. If you don’t, there is an extra action, peeling the BARCODROP off, but we believe that people are not that mean.

By MINEWATER, donating action became easier and people showed their warm heart.
For the first two weeks, 51% of the customers participated in donation and sales volume has increased up to 244%.
BARCODROP photo sharing is booming via social Media and now it’s one of the hot trends in Korea.
This idea has eventually changed the paradigm of CSR campaigns not serious and dull, but simple and fun.
Now, this small 2-barcode water is changing the world drop by drop!