GOOD NEIGHBORS Print LOVE FENCE by Innocean Seoul

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LOVE FENCE

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market South Korea
Agency Innocean Seoul
Creative Director Haewon Chung
Art Director Jungtaek Lim, Junoh Lee
Copywriter Hojune Yi, Jaeyeon Lee, Heejo Sun
Released November 2011

Credits & Description

Category: Charities
Advertiser: GOOD NEIGHBORS
Product/Service: PUBLIC SERVICE
Agency: INNOCEAN WORLDWIDE
Creative Director: Haewon Chung (Innocean Worldwide)
Copywriter: Hojune Yi (Innocean Worldwide)
Art Director: Junoh Lee (Innocean Worldwide)
Art Director: Jungtaek Lim (Innocean Worldwide)
Copywriter: Jaeyeon Lee (Innocean Worldwide)
Copywriter: Heejo Sun (Innocean Worldwide)
Media placement: PROMOTION - SEOUL, KOREA - 15-11-2011

Describe the objective of the promotion.
Recently, child abuse has been a serious problem in Korea.
GOOD NEIGHBORS decided to make a new donation activity to solve this problem.

Describe how the promotion developed from concept to implementation.
We purposely designed a donation box that disappears an attacker's apprearance as coins pile up. Then, we installed the donation box at various places in Korea. People could experience the solution for child abuses in advance by making donations.

Explain why the method of promotion was most relevant to the product or service.
The existing fund-raising box was not enough to draw enough attention. To collect more donations, we had to show people how the fund would be operated. Therefore, we created a completely new form of the fun-raising box and installed it in various popular places.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We attracted a lot of people's interests through the donation box, and led them to donate more.
Many people participated in the donation, and donations increased by 20 percent than the last month. Also, the number of sponsors increased exceedingly.