Results and Effectiveness

This campaign began on Dec 2, 2008 at universities in Seoul, Korea - Receiving good response from the students. Results of this campaign is expected to come out in 2009.

Creative Execution

Two rows of same beverages, however tagged with different prices. Drinks on top are priced at 1,000KRW(=1bill) and bottom row drinks at 700 KRW (market prince, normally results in change). If consumer chooses a soda from the top row, the remaining 300 won (small change) is donated to UNICEF. The consumer automatically becomes a donor, and also gets rid of the small change.

Insights, Strategy and the Idea

A small idea for changing the way people normally think about donation and social responsibility. People tend to think that donating money for social causes takes more time and effort than reality. This campaign aimed to utilize the already 'convenient' soda vending machines into tools that make donation, and making difference in the world, a much easier thing to do. We focused on the fact that although small change can help needy children in big ways, usually people thought of having too much change in their pockets troublesome and even annoying. However, most soda vending machines in Seoul accept mainly bills-resulting in lots of unwanted change. Thus the idea was to give the option of donating this small change to UNICEF, by pressing a small button on the vending machine. Small changes summed up could truly make a big difference- a true definition of social responsibility and donation.