Title | SPECIAL K JEANS DONATION BOX |
Brand | KELLOGG |
Product / Service | SPECIAL K |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | JWT KOREA Seoul, SOUTH KOREA |
Entrant Company: | JWT KOREA Seoul, SOUTH KOREA |
Sales Promotion/Advertising Agency: | JWT KOREA Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Gyooyoung Oh | Jwt Korea | Cheif Creative Officer |
Minjung Kim | Jwt Korea | Creative Director |
Gihae Nam | Jwt Korea | Sr. Art Director |
Jungmin Ha | Jwt Korea | Copy Writer |
Jaejin Kim | Jwt Korea | Producer |
Saerom Song | Jwt Korea | Art Director |
Sunny Kwon | Jwt Korea | Account Manager |
Inna Woo | Jwt Korea | Account Executive |
Hanna Choi | Jwt Korea | Account Executive |
3 years since the brand launching, the No.1 sales in Korea! The communication of Special K has been successful until now. However, recent appearance of me-too brands started to threat the No. 1 leading spot, so we planned the campaign which only No. 1 brand can say. Through <Drop your jeans> campaign which provides women to show even inner beauty, we intended to strengthen the originality, different from me-too brands, strengthen the brand loyalty and increase the sales rate. As our objective became clear, we started put our plans into an action.
We decided to provide women a chance to become beautiful even on the inside while achieving beautiful body through Special K. And, with the start of participation, we deployed the campaign around downtown Seoul for everyone to see what we're doing. We installed jeans donation boxes in 18 places around Seoul downtown such as bus shelter, women universities, and next to apartment recycling bins for women to donate their jeans after they achieved beautiful body through Special K. Simultaneously, we put up posters which announced the start of campaign around downtown. (Poster) DROP YOUR SIZE, DROP YOUR JEANS Special K
The campaign deployed for 2 weeks at 18 places around Seoul. After the campaign, the collected jeans totaled to 2300! All of these donated jeans were donated to third world countries through 'Clothes Can' foundation. The participation rate to this campaign gradually increased after participants uploading to Youtube, hundreds of personal blog, thousands of facebook and twitter about this campaign including 3 news articles. In result, we researched the brand loyalty, and found out that the purchase rate increased from 57% to 66% and repurchasing rate from 74% to 78%.
The jeans represent Special K which was used as ad material in SPK TVC for 3 years in Korea. The campaign, as well, were initiated with the consumers insight towards the jeans. The fact that jeans are the barometer which measures the body line to Korean women! Through this research, we learned the fact that that woman in Korea own 9 jeans in average in their closet. Being a sponsor for women to donate their jeans while achieving beautiful body This is the core of Special K Jeans Donation Box Campaign.