WATER BREAK PROGRAM

TitleWATER BREAK PROGRAM
ClientCOWAY
Product / ServiceWATER PURIFICATION
CategoryA01. 360 Brand & Identity Experience
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company COWAY Seoul, SOUTH KOREA

Brief Explanation

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. Coway wanted to make water drinking time more entertaining for the kids so that they can become healthier.

The Brief

Coway is Korea’s No.1 water purification company in terms of sales. Coway introduced critically acclaimed water drinking campaign in 2013 targeted at Korea’s younger generations to be recognized not only as a manufacturer that provides value products but also as socially responsible company.

How the final design was conceived

With the help of child psychologists, pediatricians and educational institutions, Coway created kits 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 kits were provided and distributed to the kindergartens across the nation.

Indication of how successful the outcome was in the market

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.

Credits

Name Company Position
Jung A Kim INNOCEAN WORLDWIDE Executive Creative Director
Yeo Reum Shin INNOCEAN WORLDWIDE Copywriter
Jun Kyu Lee INNOCEAN WORLDWIDE Copywriter
Ga Hong Choi INNOCEAN WORLDWIDE Copywriter
Yu Jin Lee INNOCEAN WORLDWIDE Copywriter
Young Ho Hwang INNOCEAN WORLDWIDE Art Director
Lim Hoon INNOCEAN WORLDWIDE Art Director
Sang Kwon Park INNOCEAN WORLDWIDE Art Director
Bae Seong Kim INNOCEAN WORLDWIDE Producer
Yeom Cheol INNOCEAN WORLDWIDE Account Executive
Ho Suk Kang INNOCEAN WORLDWIDE Account Manager
Young Jin Kim INNOCEAN WORLDWIDE Account Manager
Se Hoon Hong INNOCEAN WORLDWIDE Account Manager
Jin Hyuk Yun INNOCEAN WORLDWIDE Account Manager
Suk Hyoung Kim INNOCEAN WORLDWIDE Planning Director
Hyun Joo Choi INNOCEAN WORLDWIDE Planning Manager
Sung Soo Lee INNOCEAN WORLDWIDE Planning Manager
Chan Hee Kim INNOCEAN WORLDWIDE Planning Manager
Hyung Suk Kim INNOCEAN WORLDWIDE Planning Manager