DAYCON NOTIFICATION ICONS FOR INTERNATIONAL DAYS

TitleDAYCON NOTIFICATION ICONS FOR INTERNATIONAL DAYS
ClientLG ELECTRONICS
Product / ServiceMOBILE PHONE
CategoryB08. Digital Design
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA

Brief Explanation

LGE wanted to design the GUI into something more meaningful not only to the user, but also to the world. Our world is centered on personal values rather than community’s worth. So we easily forget to care about global issues such as racism, hunger, domestic violence, etc.  So LGE, just like their slogan “Life is Good”, wanted to make the world a better place by raising awareness of these issues through the GUI. We wanted to prove that the GUI can create a new habit for the users that results in making the world a better place.

The Brief

The Korean smartphone market is well known to be the fiercest smartphone market in the world. Over a year, more than 100 smartphones were released in the market. Every smartphone appeals to consumers with high specs such as faster CPU, ultra clean screen and the most advanced camera. Hence it is becoming more and more difficult to differentiate our products with specs. LG Electronics (LGE), the world’s third biggest smartphone manufacturer, wanted to find a way to differentiate our smartphones with a new approach enhancing the GUI in a smart and creative way.

Results

This project started within LG Electronics first. The GUI team at LG Electronics collaborated with our agency to plan and execute this Daycon project. Together we designed 68 icons that represent selected International Days and made it into an app. Along with the pilot version of this app we distributed a physical Daycon calendar to LG employees. The pilot version was a success. And this new feature is provided through system update.

How the final design was conceived

At first, we selected 68 International days and designed notification icons that represent each day. We named it ‘Daycon (Day + Icon)’. And we analyzed the behavior of smartphone users. The average user checks his smartphone 164.5 times a day. We focused on the fact that everyone unintentionally glances at the status bar when they use their phone. So, we decided to utilize this overlooked space as a medium to inform and educate people about International Days. Every morning, the Daycon appeared on the status bar with an animation. To show a difference between DAYCON's alarm and the general Status Bar alarm, we decided to use an animation to play to catch user's attention. When the Daycon is pulled down people could learn more about what the day represents and they could download wallpapers to set as background images without changing a page. The page also included links to associated websites that led to donating options. All of this could be shared on social media as well. Daycon project started as a pilot project within the company, tested by employees and selected groups of consumers. The testing results were a success and this new feature is provided through system update.

Indication of how successful the outcome was in the market

This project started within LG Electronics first. The GUI team at LG Electronics collaborated with our agency to plan and execute this Daycon project. Together we designed 68 icons that represent selected International Days and made it into an app. Along with the pilot version of this app we distributed a physical Daycon calendar to LG employees. The pilot version was a success. And this new feature is provided through system update.

Credits

Name Company Position
Bo Hwang HS Ad Chief Creative Officer
Hyo Jin Kim HS Ad Creative Director
Kyung Jong Seo HS Ad Creative Director
Mi Jun Yoo LG Electronics Inc Art Director
Byoung Nam Lee LG Electronics Inc Art Director
In Young Hwang LG Electronics Inc Graphic Designer
Kue Na Park LG Electronics Inc Graphic Designer
Yoo Jin Kang LG Electronics Inc Graphic Designer
Min Bum Kim LG Electronics Inc Graphic Designer
Tae Ryung Rhee LG Electronics Inc Graphic Designer
Young Jin Yun HS Ad Agency Producer
Ji Won Kim HS Ad Graphic Designer
Jeong Sil Lee HS Ad Copywriter
Su Jung Park HS Ad Graphic Designer
Chang Ho Seo HS Ad Digital Planner
Ji Young Kim HS Ad Digital Planner