LET'S LOOK UP

TitleLET'S LOOK UP
BrandPANTECH
Product / ServiceVEGA
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Agency PANTECH Seoul, SOUTH KOREA

Credits

Name Company Position
Kong Seok Rock Donald Syrup Producer
Park Chul Hwan Donald Syrup Director
Yong Yi Donald Syrup Director
Nam Jong Hyun Innocean Worldwide Account Manager
Son Yun Soo Innocean Worldwide Account Manager
Yoon Joo Lee Innocean Worldwide Copywriter
Wooyoung Jeon Innocean Worldwide Copywriter
Jun Young Bong Innocean Worldwide Copywriter
Jae Hoon Lee Innocean Worldwide Copywriter
Eunsoo Tchah Innocean Worldwide Art Director
Nuri Oh Innocean Worldwide Art Director
Ho Jin Choi Innocean Worldwide Art Director
Soo Suk Kang Innocean Worldwide Art Director
Jung Hwa Son Innocean Worldwide Copywriter
Ki Young Kim Innocean Worldwide Executive Creative Director

Results and Effectiveness

People more than 12,000 participate ‘Let’s look up!’ campaign and they spread on facebook and twitter by themselves. Pantech VEGA brand preference has increased 18.8 % to 29.8% (about 58% Increase).

Creative Execution

We want people to look up naturally so they can do neck exercise at the same time. First is at café. We replace menu to a look-up level height. They will look up while reading a café menu. Second is at cross walk and bus stop. There are 3 people doing the same action. Other people will likely follow them for no reason. The last is at restroom. We replace toilet paper to a look-up level height. People will look up while reaching for toilet paper. Third is at subway station stairs. We put a warning sign “Don’t look up!” at the end of the stairs. People will look up out of curiosity.

Insights, Strategy and the Idea

South Korea has the highest smartphone penetration (67%) in the world. People are addicted to smartphone and the problem is using smartphone can increase the risk of neck disk. Smartphone brand, VEGA, concerns about smartphone user’s neck. We launched campaign, take your eye off your smartphone ‘Let’s look up!’ South Korea has the highest smartphone penetration (67%) in the world. People are addicted to smartphone and the problem is using smartphone can increase the risk of neck disk. Although there are many cervical disc specialty hospitals, and the mass media talks about cervical disc problems all the time, people just don’t get it. Therefore, Smartphone brand, VEGA, concerns about smartphone user’s neck. We are introducing a <Prevention of Cervical Disc Problems Stretching> Campaign, take your eye off your smartphone ‘Let’s look up!’, for smartphone users who have herniated neck disc pain.