| Title | THE SECRETS OF CHEX CHOCO LAND |
| Brand | KELLOGG'S |
| Product / Service | CHEX CHOCO |
| Category | A02. Consumer Products |
| Entrant | LEO BURNETT KOREA Seoul, KOREA |
| Entrant Company: | LEO BURNETT KOREA Seoul, KOREA |
| Advertising/Web Design Agency: | LEO BURNETT KOREA Seoul, KOREA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Jung-tae Kim | Leo Burnett Korea | Executive Creative Director |
| Mi-hye Lee | Leo Burnett Korea | Creative Director |
| Bo-ram Cho | Leo Burnett Korea | Copywriter |
| Jong-kyu Myung | Leo Burnett Korea | Art Director |
| You-chul Kim | Leo Burnett Korea | Agency Producer |
OBJECTIVE Communicate the ChexChocobrand to kids during period of TVC hiatus. Campaign’s main mission was to increase kids bonding to the brand through direct target participation, ultimately leading to increased sales . CONCEPT Explains all this things that kids wanted to know about ChexChocoLand.-A little naughty, a little dirty, and a little rude to appeal to elementary school kids & fully utilize online media. HOW THE CAMPAIGN WORKED 1stPhase –Specially marked packages asking kids to share their questions about ChexChocoLand-2ndPhase –Kid’s go to Homepage-3rdPhase-Kid’s upload their questions & take quiz-4thPhase-Make and play 4 online banner webisodes based on kid’s response from 1stPhase