| Title | 1.25 MIRACLE MARKET |
| Brand | EBAY KOREA |
| Product / Service | GMARKET |
| Category | C02. Use of Social in a PR campaign |
| Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Thomas Hongtack Kim | Cheil Wordwide | Executive Creative Director |
| Sangmo Kang | Cheil Wordwide | Account Planner |
| Juhyeong Han | Cheil Worldwide | Copywriter |
| Kyejo Lee | Cheil Worldwide | Art Director |
As Korea’s biggest open market online, Ebay Korea(Gmarket) believes that it is our responsibility to see beyond profit and create value that can improve the world. Because Gmarket’s customers include the entire spectrum of Korean society, we needed to create a goal that can be communicated to both genders across all ages. That is why we focused on meeting universal, physical needs that everyone can relate to: hunger. We took the $1.25 a day, the UN definition of extreme poverty, and created an online platform where people can buy sell digital content for $1.25.
One of ebay’s slogans is "Whatever it is, you can get it on eBay.” Through this new platform, we wanted to expand the definition of “whatever” from trading goods under market norms to doing good and saving lives. Ultimately, we wanted to empower consumers to become active global citizens who care about the invaluablesanctity of life and caring.
In just one month, The 1.25 Miracle Market was heavily covered in social and mass media. And had a total of 500,000 page visits, 16,000 creative works were sold. Through these efforts, we could feed the children in Malawi for a total of 160,000 days. However, this is only the beginning; the project continues even as we speak.
Though 1.25 Miracle Market, anyone can upload and trade their digital content. The proceeds are used to purchase food for children in Malawi, Africa to sustain them one day more at a time. Celebrities and artists, including fashion designers and architects, voluntarily created their own products and shared the news on SNS to make the project go viral.
As Korea’s biggest open market online, Ebay Korea(Gmarket) believes that it is our responsibility to see beyond profit and create value that can improve the world. Because Gmarket’s customers include the entire spectrum of Korean society, we needed to create a goal that can be communicated to both genders across all ages. That is why we focused on meeting universal, physical needs that everyone can relate to: hunger. We took the $1.25 a day, the UN definition of extreme poverty, and created an online platform where people can buy sell digital content for $1.25.
The World Bank and UN defined extreme poverty as living off of less than $1.25 a day. Even with this humbling standard, many people, including the children in Malawi, find it difficult to meet this line. We attempted to address the issue by creating an online platform where people can sell digital content and donate the proceeds. Each donation is used to sustain the Malian children below the poverty line, each for another day at a time.