Nhn Promo, Case study HAPPY ENERGY by Nhn Korea

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Industry Public awareness
Media Promo & PR, Case study
Market South Korea
Agency Nhn Korea
Released April 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NHN
Agency: NHN
Date of First Appearance: Apr 28 2009 12:00AM
Entrant Company: NHN, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_happyenergy
Creative Director/Head of Marketing: Jo Hang Soo (NHN)
Project Director/Head of Design: Kim Seung Eon (NHN)
Head of Marketing Planning: Kim Kyung Dong (NHN)
Lead Marketer Planning: Jung Kyung Ah (NHN)
Team Manager Planning: Kang Sae Bom (NHN)
Lead Designer Planning: Shin Hyun Kyung (NHN)
Lead Designer Planning: Kim Myung Soo (NHN)
Senior Marketer Planning: Choi Bo Yoon (NHN)
Team Manager Digital Animation: Byun Sa Bum (NHN)
Lead Designer Digital Animation: Han So Youn (NHN)
Senior Designer Digital Animation: Song Byung Yong (NHN)
Senior Designer Digital Animation: Kim Hyung Woo (NHN)
Designer Identity Design: Oh Won Jin (NHN)
Team Manager Motion Design: Jung Bin Young (NHN)
Senior Designer Motion Design: Jung Kwang Min (NHN)
Designer Motion Design: Hwangbo Sang Woo (NHN)
Designer Motion Design: Kim Seung Bok (NHN)
Designer Motion Design: Shin Chang Hoon (NHN)
Designer Motion Design: Lee Sung Man (NHN)
Senior Designer Sound Design: Jung Jae Ho (NHN)
Media placement: Online Banner Advertisement - NAVER (Search Portal) - 28/04/2009
Media placement: Online Banner Advertisement - HAPPYBEAN (Donation Portal) - 28/04/2009
Media placement: In-Theater Commercial - CJ CGV (Movie Theater Multiplex Chain) - 28/04/2009
Media placement: Commercial - YouTube - 24/08/2009

Results and Effectiveness
Donation points combined with the influence of celebrities, Happy Energy generated many first-time donors, expanding the experience of donation. Since the start of Happy Energy, number of Happybean donors per month has grown 193% (from 264,564 to 511,186), and our primary target, first-time donors, 202% (from 73,430 to 148,868), raising KRW208,655,700 in total. Making difference by a click, Happy Energy - it still goes on, waiting for more donors.

Creative Execution
- To every NAVER user 1 bean (a donation point equivalent to KRW100), which stands for an easy and simple way of donating, was given in various ways. - People tend to listen more carefully to their favourite celebrities, so we worked together with celebrities who emphasised how simple and easy donating is. - After a month’s period the outcome and use of funds was announced via website and e-mail.

Insights, Strategy & the Idea
After the Korean War, Korea received assistance from many countries and based upon that, has now become the first beneficiary country to aid others. However, in terms of individual donors’ contribution, Korea is the lowest of OECD countries. Despite the high attention, it’s because people don’t know how to start or they doubt the transparent use of funds. Considering these perceptions, social contribution of an Internet company should be using the Internet for a good cause. We thought if donating online was as easy as a click, then people would be able to experience it much more easily.