HERE BALLOON

Silver Spike

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TitleHERE BALLOON
BrandS-OIL
Product / ServiceS-OIL
CategoryB01. Corporate Image & Information
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, SOUTH KOREA
Sales Promotion/Advertising Agency:CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Ina Choi Cheil Worldwide Chief Creative Officer
Thomas Hong-Tack Kim Cheil Worldwide Executive Creative Director
Inhyang Moon Cheil Worldwide Creative Director
Inhyang Moon Cheil Worldwide Copywriter
Kakyoun Park Cheil Worldwide Art Director
Keetae Ryu Cheil Worldwide Art Director
Seungwoo Son Producer
Jongmyung Kang Director
Ghang Yi Camera Director
Kyoungho Ha Mercury Editing
Inwoo Hwang Kiss Fm Recording
Yusok Jung Cheil Worldwide Account Director

The Brief

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 how the promotion developed from concept to implementation

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 success of the promotion with both client and consumer including some quantifiable results

'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.

Explain why the method of promotion was most relevant to the product or service

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.