The Brief

Korea Wildlife Management Association was desperately in need of people’s interests in stopping wild animal poaching. However, concerns lied on the fact that utilizing mass media, such as TV Ad and Print Ad, is too expensive. So, we have to discover new way to directly communicate with our target within their daily lives.

Creative Execution

Poaching wild animals has been a problem for a long time but nobody could find a real solution. To make people’s interests, we needed a new medium that would be easily expanded. So we chose a box tape that people use daily to solve this problem. When cutting the parts of wild animals with a knife, we wanted people to sense some kind of guilt to raise the awareness of poaching wild animals.

Describe the creative solution to the brief/objective.

We made a special box tape for wildlife. Because, courier services are so widely used in Korea that each person receives an average of 2.5 courier boxes a week, and each box has tape that needs to be cut. We wanted to raise awareness about animal poaching every time a person cut that tape. By also inserting a QR code on the tape, we led people’s interests into actions to help save wild animals.

Results

To make people use this tape, we sent it to post offices, courier services, convenience stores and a variety of places for free. Boxes sealed with this tape went throughout the country. 38,720 people signed to prevent poaching and the number of visitors to homepage increased by 8.2 times. Our campaign spread spontaneously via twitter, facebook and instagram and was also introduced through daily newspaper and TV news program. In addition, over 2800 people requested to purchase a tape and donated. Through a campaign that barely cost a thousand dollars, we achieved all these results.