The Brief

In Korea, people have to deposit a 100 won coin to use a shopping cart at malls. However, most of people think a 100 won coin is valueless, and the coin often goes missing. We wanted to change the coin into the valuable one for children in poverty.

Describe how the promotion developed from concept to implementation

Change the parking area signs into names and ages of children in poverty! When people are parking a car, they will recognize children’s name and age. So, we induced people to donate the coin in the donation box on the parking lot pillar, when they return the carts. We have printed a transparent QR code which becomes visible when coins are collected. So that people can scan with their smartphones and directs to an application button for becoming a regular sponsor.

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

90% of all customers donated ₩100 coins in the donation box. Also, the regular sponsors who have applied through the use of a QR Code have increased by 30%.

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

When people park their cars at a huge parking lot, they mostly memorize the parking area number. So, we decide to change the parking area sigs into names and ages of children in poverty to be remembered.