The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

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

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.