| Title | GOOD-HEARTED LIBRARY PROJECT |
| Brand | STANDARD CHARTERED BANK KOREA |
| Product / Service | STANDARD CHARTERED BANK KOREA |
| Category | D02. Costs/Creative Performance PR Campaign |
| Entrant | TBWA\KOREA Seoul, SOUTH KOREA |
| Entrant Company | TBWA\KOREA Seoul, SOUTH KOREA |
| Advertising Agency | TBWA\KOREA Seoul, SOUTH KOREA |
| Production Company | SAINT BANANA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Sangho Kim | TBWA KOREA | Executive Creative Director |
| Sieun Lee | TBWA KOREA | Copywriter |
| Bonghoe Kim | TBWA KOREA | Agency Producer |
| Changho Uhm | TBWA KOREA | Copywriter |
| Jongwhee Lim | TBWA KOREA | Art Director |
| Hyunkjin Jung | TBWA KOREA | Art Director |
| Jeongyeon Hyun | TBWA KOREA | Art Director |
| Gonwoo Yang | TBWA KOREA | Account Director |
| Sunny Lee | TBWA KOREA | Account Manager |
| Minjeong Kim | TBWA KOREA | Account Executive |
| Sungdae Cho | TBWA KOREA | Contents Team Manager |
Audio Library Project is Standard Chartered Korea’s Corporate Social Responsibility platform that general people can participate, by donating their voices. In the fourth season, the budget has been reduced to one third, but we need to maintain the general people’s participation platform, to persuade hostile people that SC is here for good. To persuade hostile people to participate, we chose a guide dog as a spoke-dog to our campaign, that visually challenged can go anywhere s/he wants with a subsidies, but s/he still needs your voice to explain what they are seeing. With the spoke-dog, the project succeeded, about 10,000 people participated in voice donation audition, created 100 descriptive cultural heritages in Seoul City with general people’s voices, and donate audio contents in GPS audio guide format to Seoul City for visually challenged to listen cultural heritage when s/he is in the location. Moreover, dramatic transformation of images from negative to positive among the participants throughout the project.
Invite as many people as possible to participate on voice donation for visually challenged to listen the world around them. In the fourth season, the budget has been reduced to the one third, but we need to maintain the platform that invite the many people to participate.
- Youtube views: 461,147 - Total views: 703,016 - 12,804 people experienced voice donation through online - about 10,000 people visited audition - 3,871 people participated in voice audition with - Dramatic increase of positive image of SCB among the participants Positive: 32.8% to 51.15% Very Positive: 8.3% to 30.4% - PR value: USD 4,634,672 - No. of articles: 571 - 100 numbers of descriptive cultural heritages in Seoul City in audio format with general public’s voices - Donate audio contents in GPS audio guide format to Seoul City, for visually challenged to listen the explanation around them in the location
1) A guide dog’s story film had launched in online channels, Campaign Site and YouTube 2) Invited the general public who watched the film and responded to the offline audition where professional voice actors evaluate 3) Those who selected donated their voices on describing cultural heritages 4) Audio contents to donated to Seoul City for visually challenge to listen while they walk around the cultural heritage in Seoul City
In the previous campaign (season 3), total budget was 3 billion KRW (2.5 million USD). However, in the 4th season, the client reduced the budget to 1 billion KRW (0.8 million USD).
Standard Chartered is in Korea for ten years. However most of the Koreans still hesitate to trust SC because of the worries of withdraw. SC had been communicated it’s commitment, but this deep distrust could not be solved by one-way communication. To persuade people that SC will be in Korea for long, we need them to experience our commitment. So SC launched long-term Corporate Social Responsibility program that people can participate in our commitment to the society, Audio Library Project. Project has been reading books, descriptive movies, and paintings for visually challenged since 2011 with people’s voice donation.
Since 2011, Audio Library Project had focused on enriching visually challenged cultural life. For the fourth season, representatives of visually challenged propose to read cultural heritages in the Seoul City. Because Seoul City has been the capital of the country more than 600 years, there are hundreds of cultural heritages, like palaces and traditional houses, but for the visually challenged, those enriching cultural heritages are prizes beyond their reach. However, because visually challenged also can walk around the city with a subsidies, it is not easy to persuade general people to donate their voices on describing cultural heritages for visually challenged and the budget reduction is another obstacle for us to get the many people’s attention. Our solution was that let a guide dog to be our spoke-dog, a good friend of visually challenged who can lead them any places they want, but cannot explain what they are seeing.