TAPE FOR WILDLIFE

TitleTAPE FOR WILDLIFE
ClientKOREA WILDLIFE MANAGEMENT ASSOCIATION
Product / ServiceWILDLIFE CONSERVATION
CategoryB04. Non-Corporate
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

The Campaign

Korea Wildlife Management Association planned on executing a campaign that prevents wildlife from animal poaching. However, they have a limited small budget and concerns lied in the fact that utilizing mass media is too expensive. We have to discover new way to communicate with our target within their daily lives. So, 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. Moreover, we inserted a QR code to make people be part of a petition that opposes poaching and learn more information about this campaign. 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.

The Brief

Poaching wild animals has been a problem for a long time but nobody could find a real solution. We wanted people to be continuously be aware of the problems in wild animal poaching.

Results

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.

Execution

On March 1st, 2013, We placed the specially designed box tapes at various post offices, courier services, convenience stores, and etc for free. People used the tapes to close their boxes, and in a short time, millions of boxes, taped with our special tape, were sent to all over the places in Korea.

The Situation

Korea Wildlife Management Association planned on executing a campaign that prevents wildlife from animal poaching. However, they have a limited small budget and concerns lied on the fact that utilizing mass media, such as TV Ad and Print Ad, is too expensive.

The Strategy

We have to discover new communication strategy to communicate with our target within their daily lives. So, 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. Moreover, we inserted a QR code to make people be part of a petition that opposes poaching and learn more information about this campaign.

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