The Campaign

According to research, 84.2% of Korean kids have insufficient water intake. However, the kids do not enjoy drinking water because it’s tasteless, colorless and boring. Most of all, kids in general, do not drink efficiently when they were forced.

Results

The Challenge: Research shows that 84.2% of Korean kids tend to have insufficient daily water intake majorly because they find water tasteless, colorless and boring. The Objectives: Encourage kids to drink more water to become healthier. The Strategy: Appeal to the kids that drinking water is the most enjoyable moment. The Execution: With the help of child psychologists, pediatricians and educational institutions, Coway created contents that could amuse and entertain kids using cute characters of which appearances can be easily associated with water, such as speaking cup, poster, and animations. The water drinking time became much exciting and fun as the contents got distributed to the kindergartens across the nation.

Twice a day, talking posters announce to the kids that it is time to drink water. Then, speaking cups that were designed to look like the characters in the animations made drinking water even more entertaining by motivating them through praises. When the kids did a good job in drinking water, they get rewarded by receiving cute praising stickers and badges. The program was held for 4 weeks to make the water drinking more habitual to the kids.

More than 57,000 children participated for the campaign and over 1,000 Kindergartens implemented the program. The campaign animation recorded above 1,000,000 views on YouTube. Furthermore, 92% of the kids experienced an increase in water intake after the program. By the campaign, Coway successfully built trust and favorable image among Korean consumers as the nation’s no.1 water purification company.

To help kids develop the habit of drinking water regularly in a much friendly manner, Coway executed dynamic IMC that proactively used animation characters that they co-produced with Korea’s most loved entertainment contents producer Iconix. This IMC campaign consisted of various call-to-action contents from animation to speaking cups and posters, instead of simply relying on unilateral TV advertisement. (Iconix is the producer of Pororo, one of the most loved animations by Korean kids.)