TAPE FOR WILDLIFE

Bronze Spike

Case Film

Presentation Board

TitleTAPE FOR WILDLIFE
ClientKOREA WILDLIFE MANAGEMENT ASSOCIATION
Product / ServiceWILDLIFE CONSERVATION
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Results and Effectiveness

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.

Creative Execution

We designed wild animal prints on a box tape. We intentionally designed a tape so that when people cut the tape with a knife, the ivories of elephants and fins of sharks would get cut off. 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. To make people use this tape, we sent it to post offices, courier services, convenience stores and a variety of places for free.

Insights, Strategy and the Idea

Korea Wildlife Management Association planned on executing a campaign that prevents wildlife from animal poaching. However, concerns lied on the fact that utilizing mass media, such as TVC and Print Ad, are too expensive. So, we made a special box tape for wildlife. It’s a new media that is very much like mass media in the fact that our target can meet this media easily within their daily lives. Because, courier services are so widely used in Korea that each person receives an average of 2.5 courier boxes a week.

Credits

Name Company Position
Seung Hee Choi Designsopung Art Director
Jae Seung Yoo Audio Lab Audio Producer
Ho Chul Ju Audio Lab Audio Producer
Beom Hyun Choi Mercury Post Production 2d
Young Rong Kim Mercury Post Production Edit
Beom Sik Joh Pyx Innovation Lab Director
Sang Young Han Pyx Innovation Lab Producer
Jun Won Park Pyx Innovation Lab Executive Producer
Jung Taek Lim Innocean Worldwide Art Director
Ye Sul Lim Innocean Worldwide Art Director
Jun Oh Lee Innocean Worldwide Art Director
Hee Jo Sun Innocean Worldwide Copy Writer
Jae Yeon Lee Innocean Worldwide Copy Writer
Su Youn Kim Innocean Worldwide Copy Writer
Hae Won Chung Innocean Worldwide Creative Director
Jeong Seok Han Innocean Worldwide Chief Creative Director