The Campaign

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. Most of all, kids in general, do not drink efficiently when they were forced. So, The campaign was created for and directed at 5~7 year-old to encourage them to drink more water. These kids are the children of the company’s main consumers.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Kits consisting of speaking poster and cup, praising sticker and badge were distributed to the kindergartens across the nation. 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.

To encourage kids to drink more water and to appeal to the kids that drinking water is the most enjoyable moment; Coway executed dynamic Integrated Marketing Communications that used various entertainment contents that vary from animations to speaking cups and posters.