Title | YUMMY DONATION |
Brand | BITTER BROWN |
Product / Service | RESTAURANT |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
Entrant | HS AD Seoul, SOUTH KOREA |
Entrant Company | HS AD Seoul, SOUTH KOREA |
Advertising Agency | HS AD Seoul, SOUTH KOREA |
Production Company | VEGA PRODUCTION Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Hwang Bo | HS Ad | Chief Creative Officer |
Lee Hyo Ryong | HS Ad | Creative Director/Art Director |
Seo Chang Ho | HS Ad | Copywriter |
Choi So Jung | HS Ad | Copywriter |
Lee Ji Young | HS Ad | Digital Executive |
Lee Jung Sil | HS Ad | Copywriter |
Lee Jung Won | HS Ad | Account Executive |
Jee Sang Min | Vega Producing Co. | Producer |
Yoon Ji Min | Vega Producing Co. | Producer |
Park Yong Sun | Mercury | Visual Effects Designer |
Woo Young Jin | Mercury | Visual Effects Designer |
Kim Dae Seop | Tokkaebi | Audio Director |
Choi Hyun Jun | Dot Company | Design Director |
Choi Jung Min | NHN Technology Services | Assistant Manager |
As a result, 14,800 people participated. It was covered by local broadcasting channels and newspapers. Sales increased 142% and brand awareness increased 417% during the campaign. Yummy Donation changed an ordinary food photo to a form of donation, all with just a little help from you.
This is execution steps for Yummy Donation. Step 1. Simply tap your phone on the tabletop ad. It will automatically make the character on your plate come alive using augmented reality. Step 2. Capture this image and upload it to your social media account. Step 3. Show your post to you while paying, and Bitter Brown will donate 10% of your bill. The picture of people sharing their food with an African boy was an innovative medium for charity that spread through social media and encouraged contributions.
Most of pictures you see on social media were food. We used those pictures to help out the starving kids in Africa. Our project changed an ordinary food picture to a form of donation, all with just a little bit of help from customers. We called it 'Yummy Donation'. The uniqueness of this idea is as follows: Customers' pictures on social media were the method of donation. It was a new way to donate easily. Also, customers could make your own advertising by posting pictures (It was consumer-made ad) and their friends helped spread the message. It was viral promotion through relationships.