HERE BALLOON by Cheil Seoul for S-OIL

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HERE BALLOON

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Industry Automotive products, services and accessories, Business equipment & services, Corporate Image
Media Film, Ambient
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Art Director Kakyoun Park, Keetae Ryu
Copywriter Inhyang Moon
Released June 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
OUTDOOR LOTUS External/Street Signs and Street Furniture BRONZE

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Ambient in a Promotional Campaign
Advertiser: S-OIL
Product/Service: S-OIL
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Title: HERE BALLOON
Entrant Company: CHEIL WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Creative Director: Inhyang Moon (Cheil Worldwide)
Copywriter: Inhyang Moon (Cheil Worldwide)
Art Director: Kakyoun Park (Cheil Worldwide)
Art Director: Keetae Ryu (Cheil Worldwide)
Describe the brief from the client
South Korea, a country devoid of oil. Seoul, a city where one fourth of Koreans live, with one of the world’s highest gasoline consumption.
The situation is getting worse. Car usage is increasing.
Petroleum costs are rising. Parking spaces are scarce.
People are stressed out. Every day, a Seoul driver wanders 500m to find a parking space. In a month, this equals 15km, or 1 liter of gas.


Describe the creative solution to the brief/objective.

S-OIL, one of the four oil companies in Korea took action.
It is on a mission to save oil. Right here, right now!
Thus begins the HERE Campaign.
It has set up a HERE balloon for each parking space.
As a car parks in it, the balloon falls.
When the car exits, the balloon rises.


Describe the results in as much detail as possible.

“HERE” Balloons have saved drivers’ gas expenses through a new and interesting method.
1day = 700 cars = 23 liters X 365 days = WOW
S-OIL, the oil seller gained the impression of an oil-saving company.
Save oil, save time and save money.
Through “HERE” balloons, the public is directly engaged with S-OIL’s identity.
S-OIL has now put a balloon on the gas station itself.
Although with its few location, S-OIL service became a distinguished gas station.
HERE, taking action for a better world.
S-OIL became a company that not only saves oil but saves earth.


Cars can spot these balloons from afar.
They can spot open parking spaces without wandering.
Finding quick parking means saving oil.
1 easily-spotted parking spot is worth 1 liter of oil saved.