The Brief

100,000 puppies are abandoned every year, in South Korea waiting for a new family at shelters. So we have come up with a way to apply for adoption of abandoned dogs right on the street. NFC poster equipped with a speaker and a NFC chip. Tag your smartphone on the NFC chip, access to the adoption website and apply! During six months 22% of Korean Animal Welfare Association's animals were adopted. Until, the dogs find new homes, Adopt Me! project will go on.

Describe how the promotion developed from concept to implementation

We have come up with a way to apply for adoption of abandoned dogs right on the street. Adopt Me! NFC poster, this poster is equipped with a speaker and a NFC chip. People can apply for adoption easily via this NFC chip. Tag your smart phone on the NFC chip, access to the adoption website and apply!

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

Posters can be found various spots in Seoul. After the campaign, we found out that people's reception was enthusiastic. The campaign attracted great attention to abandoned dogs, and as a result during six months 22% of Korean Animal Welfare Association's animals were adopted. Until the dogs find new homes, adopt Me! project will go on.

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

We have tried to apply the environment such as fences for showing bars of the cage and used to show those abandoned dogs as like they are imprisoned. The posters between those bars have clearly attracted the people's mind and let them consider to adopt those pet.