DONATING 2-BARCODE WATER by Cheil Seoul for Cheiljedang

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DONATING 2-BARCODE WATER

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Industry Water
Media Direct marketing, 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

Awards

Cannes Lions 2012
Direct Lions Fast Moving Consumer Goods Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: CJ CHEILJEDANG
Product/Service: MINEWATER
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Title: DONATING 2-BARCODE WATER
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Copywriter: Youmi Jung (Cheil Worldwide)
Art Director: Han-Gyu Lee (Cheil Worldwide)
Art Director: Jinwoo Ryu (Cheil Worldwide)
Account Manager: Chanyoung Park (Cheil Worldwide)
Illustration: Seungyoun Kim ()
Computer Graphics: Youn-Un Kim ()
Describe the brief from the client
Attention for the donating action: Korean premium mineral water, MINEWATER [mine:wɑ:tə(r)] launched a new campaign that cares about people who suffer from the lack of safe drinking water. Even though people have good intentions to donate, connecting them to the sharing action is not easy at all.

Creative Execution

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.


Describe the creative solution to the brief/objective.

Donating 2-barcode water!
It’s simple. No bills or no bothering.
Every product in the world has only one barcode, but 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 water which attracts an interest and naturally induces an action.


Describe the results in as much detail as possible.

With MINEWATER, the donating action became easier and people showed their warm hearts.
For the first 2 weeks, 51% of the customers participated in donation and sales volume has increased by 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 from serious and dull, to simple and fun.
Now, this small 2-barcode water is changing the world drop by drop!