LOVE PARKING CAMPAIGN by Innocean Seoul for GOOD NEIGHBOURS

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LOVE PARKING CAMPAIGN

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market South Korea
Agency Innocean Seoul
Creative Director Hye Jin Won
Art Director Jung Hyo Sung, Jae Seok Lee, Dong Jin Kim, Sung Ryong Lim
Copywriter Mun Jae Won, Minhae Kim, Bum Su Park, Young-Ho Kim
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Ambient Media: Small Scale Silver
Outdoor Transit Silver
Media Public Service, Charity & Fund Raising Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: GOOD NEIGHBOURS
Product/Service: PUBLIC SERVICE
Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertiser GOOD NEIGHBOURS
Product PUBLIC SERVICE
Entrant INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Product & Service
Category: Charities
Title: LOVE PARKING CAMPAIGN
Advertiser/Client: GOOD NEIGHBOURS
Product/Service: PUBLIC SERVICE
Entrant Company: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Creative Director: Hye Jin Won (Innocean Worldwide)
Art Director: Sung Ryong Lim (Innocean Worldwide)
Copywriter: Mun Jae Won (Innocean Worldwide)
Art Director: Jae Seok Lee (Innocean Worldwide)
Copywriter: Bum Su Park (Innocean Worldwide)
Copywriter: Ho Young Kim (Innocean Worldwide)
Art Director: Dong Jin Kim (Innocean Worldwide)
Art Director: Hyo Sung Jung (Innocean Worldwide)
Copywriter: Minhae Kim (Innocean Worldwide)
Describe the brief from the client
Korean people think that donation requires a lot of dedication and sacrifice. So we designed a campaign in a simple, easy and instant way to donate at the purchasing moment and spot. Our objective is to encourage more people to start donation easily with a small amount and to become regular sponsors, too.

Creative Execution

In Korea, people have to deposit a 100 won coin to use a shopping cart at malls. However, most of people think a 100 won coin is valueless, and the coin often goes missing. We wanted to change the coin into a valuable one for children in poverty.


Describe the creative solution to the brief/objective.

When people park their cars at a huge parking lot, they mostly memorise the parking area number marked on the pillar. We decided to change the parking area signs into names and ages of children in Africa to be remembered. So, we induced people to donate the coin in the donation box on the parking lot pillar when they returned the carts. We printed a transparent QR Code which becomes visible when coins are collected. People can scan it with their smartphones and be directed to an application button for becoming a regular sponsor.


Describe the results in as much detail as possible.

As a result, 90% of customers donated 100 won coins in the donation box. Also, the number of regular sponsors applying increased.