The Brief

The main objective of the campaign is make kids drink more water. To help kids develop the habit of drinking water regularly in a much friendly manner, Coway executed ‘direct marketing’ by producing and distributing kits that consisted of various call-to-action contents.

Creative Execution

Kits consisting of speaking poster and cup, praising sticker and badge were distributed to the kindergartens that had Coway water purification facilities installed. The kits were designed using cute characters so that kids could gradually grow into water drinking habits in a much natural and enjoyable way. With this kit, the participating kindergartens held water drinking classes twice a day for 4 weeks, and were able to successfully make water drinking habitual to the kids.

Describe the creative solution to the brief/objective.

The campaign was created for and directed at 5~7 year-old who are the children of the company’s main consumers. Through the campaign, Coway successfully built trust and favorable image.

Results

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.