Special K Promo, Case study JEAN DONATION BOX by J. Walter Thompson Seoul

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JEAN DONATION BOX

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market South Korea
Agency J. Walter Thompson Seoul
Executive Creative Director Gyuyong Oh, Suhong You
Creative Director Minjung Kim
Producer Jaejin Kim
Released March 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: KELLOGG
Product/Service: SPECIAL K
Agency: JWT KOREA
Creative Director: Minjung Kim (JWT Korea)
Senior Art Director: Gihae Nam (JWT Korea)
Producer: Jaejin Kim (JWT Korea)
Copy Writer: Jungmin Ha (JWT Korea)
Copy Writer: Saerom Song (JWT Korea)
Account Superviser: Sunny Kwon (JWT Korea)
Account Executive: Inna Woo (JWT Korea)
Account Executive: Hnna Choi (JWT Korea)
Executive Creative Director: Gyuyong Oh (JWT Korea)
Executive Creative Director: Suhong You (JWT Korea)
Media placement: Newspaper - Nocut Daily News - 2 February 2012
Media placement: Internet News - Www.nocutnews.co.kr - 19 March 2012

Summary of the Campaign
It has been 3 successful years since the brand launched, resulting in the highest sales in Korea! However, the recent appearance of 'me-too' brands (some even copying the package design and colour) has started to threaten the No. 1 leading spot.

So we planned a campaign only the number 1 brand could prodice. Through the 'Drop your Jeans' campaign, which allows women to show their inner beauty, we intended to strengthen the brand's originality, differentiate it from 'me-too' brands, strengthen the brand-loyalty and increase the sales-rate.

Once our objective became clear, we started put our plans into action.

We provided women a chance to become beautiful, even inside, while achieving a beautiful body through Special K. We installed jeans-donation boxes in 18 places around Seoul's downtown, places such as bus shelters, women's universities, and next to apartment recycling bins for women to donate their jeans. Simultaneously, we put up posters which announced the start of campaign.
The headline of poster says ‘DROP YOUR SIZE, DROP YOUR JEANS’, under which a message is written stating that you can donate the jeans that no longer fit you after your waist-size drops thanks to Special K.

After the campaign, the total of donated jeans came to 2,300! All of these were donated to third-world countries through the Clothes Can foundation.
This campaign was operated through PR only. The participation-rate increased as participants uploaded videos to Youtube, hundreds of personal blogs, thousands of Facebook and Twitter posts relating to this campaign. 3 news articles were also published. As a result, brand-loyalty research says that the purchase rate increased from 57% to 66% and the repurchasing rate from 74% to 78%.

The Situation
It has been 3 successful years since the brand launched, resulting in the highest sales in Korea! However, the recent appearance of 'me-too' brands (some even copying the package design and colour) has started to threaten the No. 1 leading spot.

The Goal
We planned a campaign utilising things only a number 1 brand could say, in order to prevent imitation. Through the Drop your Jeans campaign, which allows women to show even their inner beauty, we intended to strengthen the originality of Special K, differentiate the product from other 'me-too' brands, leading to strengthening the brand-loyalty and increase the sales-rate.

Once our objective became clear, we started to put our plans into an action.

The Strategy
Can Special K make women beautiful even on the inside? We decided to provide women a chance to become beautiful even on the inside while achieving a beautiful body through Special K. When participants started to come forward, we showed the campaign around downtown Seoul for everyone to see what we were doing.

Execution
We installed jeans-donation boxes in 18 places around Seoul downtown, such as bus-shelters, women's universities, and next to apartment recycling-bins, for women to donate their jeans after they achieved their beautiful body through Special K. Simultaneously, we put up posters which announced the start of the campaign.

Documented Results
The campaign lasted for 2 weeks and was implemented at 18 places around Seoul. After the campaign, the collected jeans totaled to 2,300! All of these donated jeans were donated to third-world countries through the Clothes Can foundation.
This donation-campaign was implemented through PR only, without any media fees. The participation-rate gradually increased after participants uploaded videos to Youtube, hundreds of personal blogs, thousands of Facebook and Twitter posts relating to this campaign. 3 news articles were also published. We researched the brand-loyalty, and found out that the purchase rate increased from 57% to 66% and the repurchasing rate from 74% to 78%. This incredible campaign, which was deployed for only 2 weeks (such a short period of time), helped to bring brand-likability rate up by 3%.