The Brief

The number of missing children in Korea is increasing every year. The desolate parents searched all over the nation for many years, but there is only so much one person can do… As there were other family members to support, they simply could not give up on their jobs. So we created ‘The Super Daddy’. Easy to travel with, never falls, and always keeps in touch.

Describe how the promotion developed from concept to implementation

On May 27th 2013 – The Annual Missing Children’s Day- The Super Daddy woke up the nation, with famous Korean celebrities starting off the journey. In Seoul and Busan, an average of 150 citizens travelled with Super Daddies. The average distance a participant walked was 80m. One passionate citizen even travelled as far as 53.7km. GPS, sponsored by SK telecom, was equipped inside the figures so that people could track and root for Super Daddies via website and mobile phones.

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

The fifteen life-sized figures moved a total of 4000km in just one month. This is equivalent to four years of a father spending eight hours a day, handing out flyers. Youtube views reached over 1.3 million, and the number of online contents voluntarily created was around 12,000 and shared 650,000 times. Countless number of celebrities volunteered to take part in Korea Missing Children’s Day with even more stars Tweeting the campaign. The Super Daddy is now chosen as one of key searching tools for Child Fund Korea, and Samsung Fire & Marine Insurance successfully established itself as a prominent personal insurance brand.

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

To expand its presence in personal insurance field, Samsung Fire & Marine Insurance has launched child insurance program as well as carrying out 'Good Daddy' campaign. As its spin-off, and in commemoration of Missing Children’s Day, we planned something special for all the ‘Sad Daddies’ out there.