| Title | DONATE-POLINE |
| Brand | CHILDFUNDKOREA |
| Product / Service | CHARITY |
| Category | B03. Use of Social in a Direct Marketing Campaign |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Entrant Company | HS AD Seoul, SOUTH KOREA |
| Advertising Agency | HS AD Seoul, SOUTH KOREA |
| Production Company | MERRY GO Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Bo Hwang | HS Ad | Chief Creative Officer |
| Ji Young Kim | HS Ad | Creative Director |
| Chang Ho Seo | HS Ad | Creative Director |
| Ji Won Kim | HS Ad | Art Director |
| Song Ji Hyun | HS Ad | Copywriter |
| Hyo Jin Kim | HS Ad | Idea Writer |
| Young Jin Yoon | HS Ad | Idea Writer |
| Kyung Jong Seo | HS Ad | Idea Writer |
| Ki Jun Ryu | MERRYGO | Executive Producer |
| Seok Hee Lee | MERRYGO | Executive Producer |
| Sung Min Hong | MERRYGO | Producer |
The main reason for the lack of donating in this country was indifference (34.3%, GivingKorea 2013). There wasn’t an internal motivation of the people to entirely comprehend “donating” itself, except maybe just “feeling really bad” for the “poor” people. People weren’t used to the idea that “donating” not only helps others, but makes oneself feel good and happy as well. So, using just a normal donation box seemed to be out of the question. We needed a special donation box that would create buzz on its own. The greatest symbol of “donation” is the “donation-box” itself. So, we wanted to make a “donation-box” that would be special and entertaining for everyone participating, which is how we came up with the idea of DONATE-POLINE. People could get into a gigantic trampoline which was a donation box as itself.
The greatest symbol of “donation” is the “donation-box” itself. So, we wanted to make a “donation-box” that would be special and entertaining for everyone participating, which is how we came up with the idea of DONATE-POLINE. People could get into a gigantic trampoline which was a donation box as itself. People would enjoy jumping up and down on the trampoline, with their pockets filled with coins, which they would be donating. Donating was no longer just for the other person, but something I could be happy and enjoy as well.
The main reason for the lack of donating in this country was indifference (34.3%, GivingKorea 2013). There wasn’t an internal motivation of the people to entirely comprehend “donating” itself, except maybe just “feeling really bad” for the “poor” people. People weren’t used to the idea that “donating” not only helps others, but makes oneself feel good and happy as well. So, creating that direct and immediate connection seemed to be the most important.
The results were amazing. After the installation of the DONATE-POLINE in Seoul, more than 1,000 people participated in a day, and more than 2,000,000 hits on SNS, as well as so much media exposure and coverage. Sponsorship inquiries from companies increased by 355% , according to ChildFundKorea. Brand awareness became much more higher, as there was increase to 355% of sponsorship inquiries from companies. After the installation of the DONATE-POLINE in Seoul, more than 1,000 people participated in a day, and more than 2 Million hits on SNS, as well as around 1,000,000 USD worth of media exposure and coverage. ChildFundKorea’s brand awareness had increased by 43%, and now hopes for a long-term sponsorship from the younger generation of Korea. It was installed not only in 70 of ChildFundKorea’s offices all over the nation, but schools, famous streets and even theme parks wanted to install this donation box in their area.