|Product / Service||CHARITY|
|Category||B04. Use of Social Audience in a Promotional 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|
|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|
Concerned about people’s increasing indifference about the act of donating, Korea’s oldest child welfare institution, ChildFundKorea used the donation box wanting to show people that donating is not only about sympathizing others, but it is something joyful for oneself too. Observing that whenever people would jump up and down things fell out of their pockets, we created a trampoline to be the donation box, the DONATE-POLINE. It was the easy to participate. You would fill up your pockets full of coins, and the coins that had fallen from your pockets would automatically be donated. This not only changed people’s opinion of donation but it directly increased the donation rates. After the installation in March, 2015, more than 1,000 people participated in a day, and there were more than 2,000,000 hits on SNS. Sponsorship inquiries from companies increased by 355%, according to ChildFundKorea. DONATE-POLINE is changing the donation culture in Korea.
South Korea was ranked 60th in the “Giving Index”, a tumble down from 2012’s 45th.(CAF,2014) Also, voluntary donation would happen only 3 out of 10 times. Thus, meaning people didn’t find the reason or meaning to the act of donating. Considering that Korea has the 10th largest economy in the world, sharing still didn’t seem to be natural or second nature to the people. We wanted to communicate to the people that donating would not only help others, but also make you happy as well.
The results were amazing. Brand awareness of ChildFundKorea 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 2Million 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. The DONATE-POLINE 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. DONATE-POLINE is not only a special donation box, but also helped ChildFundKorea to raise awareness of its own brand as truly one of the top child welfare institutions in Korea.
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. We wanted to have as much natural exposure of happy pictures on the trampoline to go viral, and cause curiosity Youtube & Facebook. After the installation in March, 2015, more than 1,000 people participated in a day, and these photos went viral. This DONATE-POLINE was not only a donation box but also they symbol of change that occurred within peoples’ perception of donating.