DONATION TOY

TitleDONATION TOY
BrandSTICKY MONSTER LAB
Product / ServiceFIGURE
CategoryA01. Event & Field Marketing
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Hochul Joo Audio Lab Sound Designer
Sanghun Back D.o.p
Inkyu Hwang Jeoun Sungho Company Assistant Director
Hangi Ko Love/Money Director
Dongwook Yoon Planit Production Producer
Hojun Roh Planit Production Executive Producer
Inae Sticky Monster Lab Figure Designer
Boo Sticky Monster Lab Designer
Fla Sticky Monster Lab Designer
Bumsu Park Innocean Worldwide Agency Producer
Jaeseok Lee Innocean Worldwide Art Director
Minhae Kim Innocean Worldwide Copywriter
Dongjin Kim Innocean Worldwide Art Director
Hyosung Jung Innocean Worldwide Art Director
Munjae Won Innocean Worldwide Copywriter
Sungryong Lim Innocean Worldwide Art Director
Hoyoung Kim Innocean Worldwide Copywriter
Hyejin Won Innocean Worldwide Creative Director
Jeongseok Han Innocean Worldwide Chief Creative Officer

The Brief

Recently in Korea, donation culture has been spreading. Unfortunately the young generation considers donating as a serious and difficult act. Young people know that donation is good thing but, they don't easily take part in. This campaign was designed for them. We change the perception of the young generation to believe: 1) Anyone can donate 2) Donating can be easy and fun. By doing so, we want to make new donation culture for young generation.

Describe how the promotion developed from concept to implementation

We made new special limited toys. These are introduced during the launching show. At the show, people found out that the toys lack a leg! The first reaction of people is shock and confusion. However soon people realize the limited editions were created to aid the 40 million children suffering from civil wars. An additional payment for purchasing a special leg goes to donation. (If you choose not to donate, you simply receive an original leg.) All proceeds from the sale of donation toy are donated to children's charities.

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

The result was something of a surprise. 95% of the customers chose to pay more for a special leg and love this unique toy. And the donation toy was sold out in just 4 days. At the moment of donation, people enjoy the fun of choosing a toy. And collecting various special editions offers a special opportunity to collect various types of donation. 95% of the participants agreed that ‘donating can be easy and fun’ and 90% stated they would like to donate in the future through another donation toy.

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

Young people in Korea love unique collectable toys. Especially Sticky Monster Lab(SML) collectable toys are famous and some limited editions are sold out as soon as the product released. But our client, SML, desires to do their duty for society beyond the profit. But still, they want to do it without boring and serious way. We create a fun and easy donating culture by using toys so young people easily can take part in. The campaign collaborate the fever about toys to donating war child. By using special toys which has one leg, we connected donation and young generation culture.