Nhn Promo, Case study HANGEUL FONTS by Nhn Korea

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Industry Portals
Media Promo & PR, Case study
Market South Korea
Agency Nhn Korea
Designer Sang Woo Hwangbo
Released May 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NHN
Agency: NHN
Date of First Appearance: May 10 2009 12:00AM
Entrant Company: NHN, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_hangeul
Chief Creative Director/CMO: Joh Su Yong (NHN)
Creative Director/Head of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Planner/Chief Marketer: Kim Kyung Dong (NHN)
Art Director/Team Manager: Shin Myung Sup (NHN)
Project Manager/Lead Designer: Song Ho Sung (NHN)
Planner/Team Manager: Kang Sae Bom (NHN)
Planner/Senior Marketer: Choi Bo Yoon (NHN)
Planner/Senior Marketer: Lee Shin Jae (NHN)
Planner/Senior Marketer: Lee Hyun Kew (NHN)
Planner/Marketer: Jang In Won (NHN)
Site/Da Design/Team Manager: Byun Sa Bum (NHN)
Site/Da Design/Senior Designer: Song Byung Yong (NHN)
Site/Da Design/Senior Designer: Lee Sang Min (NHN)
Site/Da Design/Senior Designer: Shin Yu Ra (NHN)
Site/Da Design/Senior Designer: Kim Jung June (NHN)
Motion Design/Team Manager: Jung Bin Young (NHN)
Motion Design/Designer: Hwangbo Sang Woo (NHN)
Motion Design/Designer: Kim Seung Bok (NHN)
Motion Design/Designer: Lee Chang Soo (NHN)
Senior Designer/Sound Design: Jung Jae Ho (NHN)
Space Motion Design/Senior Designer: Huh Seung Won (NHN)
Space Design/Designer: Haam Young Hoon (NHN)
Space Design/Designer: Na Se Hoon (NHN)
Media placement: Online Banner Advertisement - NAVER (Search Portal) - 15/05/2009
Media placement: Print Advertisement - Design (Monthly Magazine) - 01/05/2009
Media placement: Commercial - Youtube - 15/07/2009

Results and Effectiveness
Font distribution recorded 2.4 million downloads, over 5 million visited the website and now it can be found in various media. The Handwriting Contest official blog marked 500,000 visitors - a total of 30,000 entries from people aged 6 to 83, in 8 countries. Attracting over 50,000 at Seoul Design Festival, NAVER presented the aesthetic value of Hangeul to many visitors. The campaign enabled active participation from Koreans by sharing free fonts and in result NAVER ranked the highest among portals in terms of social contribution and credibility in the 2009 brand image index survey.

Creative Execution
1st IDEA: Distributing free Hangeul fonts Capitalising on NAVER’s strength, after a year of development we started by distributing fine complimentary Hangeul fonts for everyone to use through our website. 2nd IDEA: Sharing Koreans’ handwriting through fonts Any Korean could enter the National Handwriting Contest and only one was chosen into a digital font, followed by a free distribution promotion for everyone to download and use. 3rd IDEA: Showcasing the beauty of Koreans’ handwriting Entries were incorporated into a wide selection of merchandise – T-shirts, bags, shoes - exhibited at Seoul Design Festival, showcasing the aesthetic value and application possibility of handwriting.

Insights, Strategy & the Idea
Hangeul is the sole character able to write Korean. However, many think it is out of style, and some even think using English alphabets make them look cool. It comes from the lack of free digital fonts, and widespread apathy towards the visual value of Hangeul which we encounter every day. Growing up to become the No.1 portal based on Hangeul contents, NAVER wanted to acquire a brand image which seeks public good and has credibility by improving current awareness towards Hangeul.