The Campaign

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!’ We found out that in Korea, people have a lot of problems with their neck from using Smartphones whole time. So, we tried to tell people to ‘Let’s look up!’ for sec. Although there are many cervical disc specialty hospitals, and the mass media talks about cervical disc problems from using smartphones all the time, people just don’t get it. Therefore, we are introducing a <Prevention of Cervical Disc Problems Stretching> Campaign for smartphone users who have herniated neck disc pain.

The Brief

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

Results

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).

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.

The Situation

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.

The Strategy

First, the risk of neck disk is increased by smartphone users in South Korea. Second, to improve VEGA’s brand awareness, we thought VEGA need a movement to change user’s life style (not only Product Development). It was very rare because it was smartphone company who talked about problems with neck from using smartphones too much.