Title | WATER BREAK PROGRAM |
Brand | COWAY |
Product / Service | WATER PURIFICATION |
Category | A01. 360 Brand & Identity Experience |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production Company | COWAY Seoul, SOUTH KOREA |
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 |
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.
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.
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.
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.