NAVER TEMPLATE DESIGN DONATION by NHN CORPORATION for Nhn

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NAVER TEMPLATE DESIGN DONATION

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Industry Public awareness
Media Promo & PR, Case study
Market South Korea
Agency NHN CORPORATION
Designer Hee Jung Choi
Released October 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: NHN CORPORATION
Product/Service: NAVER HANGEUL CAMPAIGN
Agency: NHN CORPORATION
Creative Director/Head Of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Project Manager/Lead Designer: Son Hye Eun (NHN)
Template Design/Font Manager/Senior Designer: Na Se Hoon (NHN)
Senior Designer of Site and DA Design: Choi Mi Young (NHN)
Designer of Mobile Site and DA: Kim Hang Sun (NHN)
Project Manager/Lead Marketer: Lee Soo Kyung (NHN)
Planner/Lead Marketer: Jun Woo Sung (NHN)
Planner/Marketer: Park Seon Ok (NHN)
Motion Design/Designer: Choi Hee Jung (NHN)
Motion Design/Designer: Jang Donghwa (NHN)
Sound Design/Senior Designer: Jung Jae Ho (NHN)
Media placement: Online Promotion - NAVER Campaign Site - 9 Oct 2011

Summary of the Campaign
Download the document template of your choice for free!

The second Hangeul promotion campaign -donating design through the distribution of high quality document templates:
Many use document templates on a daily basis, but very few have the ability to design one that caters to their individual needs. Naver decided to develop and distribute quality document templates that meet users’ expectations as a way to encourage the widespread use of Hangeul.

Distributing free document templates that excel in design (and serviceability):
Naver developed 57 different document templates that are easy to use and personalise, and then distributed them for free as a donation through design in order to give back to the community. Naver also created Nanum Ecofont in association with the Netherlands’ Ecofont BV (www.ecofont.com), the winner of the European Environmental Design Award. This font is designed to reduce ink use by 35% during printing; users contribute to protecting the environment by using the font in combination with document templates downloaded from Naver.

Through the free distribution of these newly designed digital fonts in 2008 and the donation of document templates in 2011, Naver succeeded in expanding users’ access to a variety of quality document templates and highlighting the value and significance of digital Korean fonts. This Hangeul campaign is regarded as an excellent example of cost-efficiency in terms of marketing, with output far outweighing input. Thanks to the achievement, Naver was selected as the top social contributor and the most reliable brand among Korean portal sites in the 2011 brand index survey.

The Situation
Naver, Korea’s number 1 portal site, launched the Hangeul promotion campaign entitled, 'Hangeul, beauty in every letter', in 2008 to develop free, high quality, and much needed Hangeul. This campaign became a sensation in the Korean market, which lacked free, quality Hangeul fonts, and benefited Naver by building a reliable, socially-responsible corporate image. This campaign became an example of a highly effective marketing vehicle and won the Silver Lion for PR (corporate social responsibility) in the 57th Cannes Lions International Advertising Festival.

The second Hangeul promotion campaign in 2011 focused on not only distributing digital fonts for free but also finding ways to promote the widespread use of Nanum fonts among users and to maximize their satisfaction.

The Goal
It used to be difficult to produce creative documents because there was no choice other than cookie-cutter document templates. What’s more, it was nearly impossible to find a site that provided document templates and fonts for free. Users mostly purchased document templates online shopping malls, but most of these fell far short of customer expectations. Naver decided to design and distribute 57 easy-to-use and easy-to-customize document templates for free as a donation through design to address this situation, to expand the use of Nanum fonts, and to build a reliable and socially-conscious corporate image.

The Strategy
Strategy 1 - Distributing free, easy-to-use document templates through design donation:
Many use document templates on a daily basis, but few have the ability to design one that caters to their individual needs. Naver decided to develop and distribute quality document templates for free as a donation through design. A total of 57 easy-to-use and easy-to-customize document templates were created to help make a wide range of documents such as resumes, reports, letters of self-introduction, portfolios, and leaflets. They were distributed for free through design donation to give back to the community.

Strategy 2 - Developing the eco-friendly Nanum Ecofont to go with the newly designed document templates:
In addition to document templates, we developed Nanum Ecofont through technical cooperation with the Netherlands’ Ecofont BV (www.ecofont.com), the winner of the European Environmental Design Award. This font is designed to reduce ink use by up to 35% and to complement the templates downloaded from Naver.

Execution
Step 1 - Designing a variety of Hangeul document templates and Nanum Ecofont and having them user-tested (April 2011 – September 2011):
- Based on information gathered through group interviews of users of different professions and ages and the investigation of search data, 57 document templates (serviceable for Microsoft Powerpoint, Microsoft Word, and Hangul) were developed to effectively address the needs of users;
- Nanum Ecofont (consisting of Nanum-san serif-Eco and Nanum-serif-Eco), designed to reduce ink-use by up to 35%, was developed through technical cooperation with the Netherlands’ Ecofont BV;
- The newly designed document templates and Nanum Ecofont went through in-house testing for verification.

Step 2 - Producing the campaign site and videos and preparing for the campaign launch (September 2011 – October 8th, 2011).

Step 3 - Opening the campaign site on Hangeul Day in 2011, releasing the Naver special logo, and running the online ad (October 9, 2011).

Step 4 - Promoting the campaign on a continued basis (November 2011 – December 2011).

Documented Results
For the 5 months after the launch of the campaign, Hangeul document templates were distributed to 1.8m users and Nanum Ecofont was downloaded by 530,000 users.
The accumulated downloads of Nanum fonts, which stood at 4.5m after the first 3 years, rose to 6.3m in just 5 months through the second campaign launched in 2011, testifying to the successful spread of the font.

The second campaign launched on Hangeul Day (October 9) in 2011 was very well received by users, and the campaign website attracted about 2.8m visitors for 1 month. The mobile campaign site was also visited by roughly 950,000 users. The campaign and the donation of the document templates and Nanum Ecofont were widely covered by the media from the very beginning, and many posted and shared stories about Naver’s Hangeul promotion and community outreach activities on social network services. As a result, Naver was selected as the biggest social contributor and the most reliable brand among Korean portal sites in the 2011 brand index survey.