LOVE PARKING CAMPAIGN by Innocean Seoul for GOOD NEIGHBORS

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LOVE PARKING CAMPAIGN

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market South Korea
Agency Innocean Seoul
Art Director Jung Hyo Sung, Jae Seok Lee, Dong Jin Kim, Sung Ryong Lim
Copywriter Mun Jae Won, Minhae Kim, Young-Ho Kim
Producer Bum Su Park
Released June 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
OUTDOOR LOTUS Transit Medium GOLD
OUTDOOR LOTUS Best of Public Services SILVER
OUTDOOR LOTUS Ambient BRONZE

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GOOD NEIGHBORS
Product/Service: PUBLIC SERVICE
Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertiser GOOD NEIGHBORS
Product PUBLIC SERVICE
Entrant INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: LOVE PARKING CAMPAIGN
Advertiser/Client: GOOD NEIGHBORS
Product/Service: PUBLIC SERVICE
Entrant Company: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
2nd DM/Advertising Agency: WONDERBOYS Seoul, SOUTH KOREA
Creativ Director: Hye Jin Won (Innocean Worldwide)
Producer: Bum Su Park (Innocean Worldwide)
Art Director: Sung Ryong Lim (Innocean Worldwide)
Copywriter: Mun Jae Won (Innocean Worldwide)
Art Director: Jae Seok Lee (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)

Results

90% of customers donated 100 won coins in the donation box.
Also, regular sponsors applied through a QR code have increased by 30%.

Creative Execution

Change the parking area signs into names and ages of children in poverty!
When people are parking a car, they will recognise children’s name and age.
So, we induced people to donate the coin in the donation box on the parking lot pillar, when they return the carts. We have printed a transparent QR code which becomes visible when coins are collected. So that people can scan with their smartphones and directs to an application button for becoming a regular sponsor.


An average of 4000 people shops at major retailers in Korea.
They usually deposit a 100 won coin to use a shopping cart in those retailers.
However, most of people do not return the cart with a deposit at the right place, since they think a 100 won coin is valueless, or even they do return it, the coin often goes missing.