Title | TAPE FOR WILDLIFE |
Brand | KOREA WILDLIFE MANAGEMENT ASSOCIATION |
Product / Service | WILDLIFE CONSERVATION |
Category | B04. Non-Corporate |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
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 |
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.
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.
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.
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.
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.
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.