SPECIAL K JEANS DONATION BOX

TitleSPECIAL K JEANS DONATION BOX
BrandKELLOGG
Product / ServiceSPECIAL K
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantJWT KOREA Seoul, SOUTH KOREA
Entrant Company:JWT KOREA Seoul, SOUTH KOREA
Sales Promotion/Advertising Agency:JWT KOREA Seoul, SOUTH KOREA

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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

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

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%.

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

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.