The Brief

Every year, 1,600 children are diagnosed with cancer in Korea. Home Plus, as a sponsor of children with cancer for a long time, came to understand the importance of emotional support is required along with financial assistance. In particular, the emotional impact of hair loss due to chemotherapy was much more serious than one would expect. Children want hair desperately. In the other hands we cut or lose countless number of hair every day. So we think that Instead of throwing it away, how about donating the hair to children fighting cancer?

Describe how the promotion developed from concept to implementation

At the Homeplus hair salons Insert donation envelop in the stylebooks that customers look at to choose their hairstyle. Design the envelope with transparent plastic and photo of a child so that when the envelope is filled with hair, it appears as if the child’s hair has grown. At the Homeplus fitness clubs Distribute special combs to use after taking the shower. The comb’s head part can be detached and placed on the donation box after use. There is a photo of a child on the box and piles of comb heads make the child’s hair seem to grow.

Describe the success of the promotion with both client and consumer including some quantifiable results

Until now, 53 hairpieces were completed using the hair collected from the venues. Before the campaign, only a small number of people knew about hair donation and participated inthe activities. Now, many people are aware of hair donation, and there is a significant increase in the number of voluntary donators. The special wigs continue to be made even today, in the simplest and easiest way that anyone can participate in.

Explain why the method of promotion was most relevant to the product or service

Homeplus has a lot branches as many as Walmart. It has been various programs for childhood cancer using their property. At this time, they have used hair salon and fitness center affiliated with Homeplus. We made participation convenient by allowing people to donate at places lots of hair is thrown away on a regular basis. Many people gathered to donate their hair to Homeplus changing other competitor consumer used. Also through this campaign, Homeplus achieved much attention from the public.