Creative Execution

Where do people express their feelings and their individuality the most in this always connected world? The answer is social media, a place where people share what they are doing and feeling 24/7. Show how happy a person is through a number using social media that is deeply ingrained in our daily lives. By analyzing the words people used on their social media status updates for the last three months!

A video showcasing the campaign reached 2,500,000 views, achieving 1,000,000 views within two weeks. It was most viewed viral video in MG Non-Life Insurance More than 78, 000 people participated in the campaign and more than 11,000 people shared their happiness index score, telling the world just exactly how happy they are. Also numerous media coverage on the campaign and the campaign related content resulted in 1,110,000 impression

MG Non-Life Insurance is Korea’s property insurance company. MG Non-Life Insurance had ploblem that consumer don't have awarness with brand. Communications objectives are clear. MG Non-Life Insurance wanted to communicate its brand through the keyword, ‘happiness’ to get awarness and build up brand image. Problem is how to linke happiness and MG Non-Life Insurance together. Campaign idea starts with target insight. South Korea ranks second to last out of all the OECD nations when it comes to happiness index. Koreans strive for ‘happiness’ but in reality, they have no means of perceiving how happy they actually are. What if MG Non-Life Insurance could be a index of consumer happiness and let them realize how happy they ard with brand? Our idea begin with this challenge.