Myung Dong DM, Promo Self-optometry business card by Black Pearl Creative

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Self-optometry business card

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Industry Advertising & Communication
Media Direct marketing, Promo & PR
Market South Korea
Agency Black Pearl Creative
Executive Creative Director Peter Kim Rufus
Creative Director Damien Kim
Released June 2013

Credits & Description

Media: DM
Category: Professional services
Agency: Black Pearl Creative
Brand: Myung Dong
Geo: Asia, South Korea
Check your eyesight! Dedicated to your vision in Myung Dong Optician's.
Background
A tiny optician's has been launched in a traditional market in Jeju, South Korea. The main target of this market is middle-aged men and women between 50~70 years old and the elderly.
Drawbacks
1. The advertiser's limited budget.
2. The elders in the area do not acknowledge their eyesight and they are accustomed to their poor vision. A specialized optometry is urgently needed.
Mission
1. Let them experience themselves the visional discomfort with minimum budget.
2. Let them recognize 'Myungdong optician's=For those with low vision'
Ideas
Self-optometry business card; Create a card that examines people's eyesight. Just reach out your hand and the business card converts to an eyesight chart.
Results
1. Printed 500 'cards' with only 30.000 Korean won.
2. Delivered 500 'cards' to the surrouding business district, including the traditional market in Jeju, and 99.9% of residents particiated.
3. The majority of the clients recognized 'Myungdong optician's'. Also after the card advertisement, over 90% of the residents visited the optician's in a mere month.
Advertising Agency: Black Pearl Creative, Seoul, South Korea
Executive Creative Director: Peter Kim
Creative Director: Damien Kim
Art Directors: Sabina Moon, Stella Kim
Copywriters: Jeremy Nam, Rose Kim
Account Director: Peter Chanel Ko
Published: May 2013