THE UNOPENABLE NOTEBOOK by Cheil Seoul for UNICEF (United Nations International Children’s Emergency Fund)

THE UNOPENABLE NOTEBOOK

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Creative Director Joungrack Lee
Art Director Seongwook Han
Copywriter Songha Lee
Designer Jihyun Im
Producer Gunwoong Choi
Photographer Kihong Kim
Illustrator Mijeong Shin
Released February 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: UNICEF
Product/Service: UNICEF
Agency: CHEIL WORLDWIDE
Date of First Appearance: Feb 14 2011
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Joungrack Lee (Cheil Worldwide)
Copywriter: Songha Lee (Cheil Worldwide)
Art Director: Seongwook Han (Cheil Worldwide)
Photographer: Kihong Kim (Studio H)
Illustrator: Mijeong Shin
Producer: Gunwoong Choi (Open Eye)
Planner: Iljin Ko (Open Eye)
Designer: Jihyun Im (Open Eye)
Planner: Donghyun Kim
Media placement: Bookstore - Kyobo Hottracks - 14 Feb. 2011

Describe the objective of the promotion.
Brief:
Korea’s passion and commitment for education is known worldwide. What most people might not be aware of is that over one hundred million children living in third world countries do not receive primary education. Our goal was to raise this dire issue to the public in a creative sense, and to raise funds in order to help alleviate the situation.

Describe how the promotion developed from concept to implementation.
IDEA:
We articulated the fact that children in under-developed nations are not receiving primary education by promoting an Unopenable Notebook, with its 4 sides tightly closed. This Unopenable Notebook was sold in major bookstores where children come to purchase their school supplies. We also sent the notebook though direct mail to many educational institutions or PR departments in large scale corporations to induce their participation and donations.

Explain why the method of promotion was most relevant to the product or service.
The children were given the message that, when one Unopenable Notebook was sold, the children in under-developed nations could receive a textbook. To actually use the Notebook, the springs on three sides have to be removed first. The springs were able to be removed at the site, and some customers even opened it themselves right after purchasing it. Some took the notebook home, saying that the meaning of the campaign itself meant a lot to them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Result:
Three hundred Notebooks were sold on its launch date, and during the two week campaign a total of 1,000 notebooks were sold. In addition, the number of one-on-one sponsorships for elementary education increased as well. The Unopenable Notebook campaign also caught the attention of the masses through various media and social networking sites.