MAGIC MIRROR - GIRLS' EDUCATION DONATION CAMPAIGN

Short List
TitleMAGIC MIRROR - GIRLS' EDUCATION DONATION CAMPAIGN
BrandCJ
Product / ServiceOLIVE YOUNG
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production FILM PURPLE RAIN Seoul, SOUTH KOREA
Contributing CJ OLIVE NETWORKS Seoul, SOUTH KOREA
Contributing 2 KISS FM Seoul, SOUTH KOREA
Contributing 3 WIDE EAST Seoul, SOUTH KOREA
Contributing 4 CIC Seoul, SOUTH KOREA

Credits

Name Company Position
Taeho Lee Film Purplerain Executive Producer
Jian Kim Film Purplerain Producer
Joonghyun Ahn Surisuri Picture Director
Suyoung Jung Freelancer Director Of Photography
Kris Kim Reelbase Executive Producer
Albert Park Reelbase Producer
Peter Kang INNOCEAN Creative Director
Adword Park INNOCEAN Copywriter
Hyunduk Yoo INNOCEAN Art Director
Wonkuk Kim INNOCEAN Copywriter
Eojin Kim INNOCEAN Art Director
Yujin Lee INNOCEAN Copywriter
Hyunwoo Park INNOCEAN Art Director
Younghee Lee INNOCEAN Account Executive
Kyungdae Kwon INNOCEAN Account Executive
Soohyun Jo INNOCEAN Account Executive
Irang Jung Film Purple Rain Producer

The Campaign

1. Apathy comes from ignorance 2. Donation participation goes up when they know how exactly their donation is spent and makes changes 3. What people pay attention in a beauty store are instructions on the box, price, and their face in the MIRROR. We focused on the MIRROR. 4. A mirror reflects people’s faces and acts. 5. What if we show something in the mirror? What if their moves like holding an eyeliner, a lipstick, or an eye palette are shown in the mirror as a girl holding a pencil, a crayon, or a book? 6. If the customer didn’t do anything(didn’t hold a product), the mirror would show a girl suffering, but if the customer do something (pick up a product to buy/to donate), the mirror would show a girl studying. 7. Did we solve the problems number 1 & 2? Yes.

Creative Execution

Magic Mirror 1. As customers approach to a mirror to try on Olive Young’s best sellers, WAKEMAKE products, the mirror switches the customer’s face into girl’s. 2. Girls in the mirror are washing clothes, drawing water, and getting married. 3. The customer get to watch what’s going on to the girls. 4. When the customer picks up a product, the girl in the mirror also picks up a stationary that matches: an eyeliner in the customer’s hand seems as a pencil in the girl’s hand in the mirror, a lipstick seems as a crayon, an eye palette seems as a book. 5. Customers learn their purchase changed girl’s future from suffering to learning. 6. At the end, the mirror asks “Would you like to change girl’s future by buying the product in you hands?” 7. Customers can easily buy it just by touching the screen.

Donation 50,312,175 won (1 week) YouTube views 2,184,308 (1 week) Customers increased by 51% & 38% in revenue (comparing to last year same month) XTM, Ellegirl, Botanichill Boh & RoundAround, asked to be part of Girls’ Education, which means Girls' Education campaign wasn't a one-time event, but became a phenomena that people value themselves buying cosmetics AT OLIVE YOUNG, because it changes the girls lives.

Imagine staring yourself in front of a mirror at a beauty store to try on a sample cosmetics. Did you stare yourself in a mirror so hard? I guess yes. Did you focus so hard? I guess yes. The mirror was the window we communicated with customers one by one. Best way to meet customers at a beauty store.

Insights, Strategy and the Idea

1. Olive Young's mission is to make everyone live young and healthy. 2. Olive Young's main users are 2535 women interested in live better. 3. To them, beauty is one of their most interesting issues, so it is quite easy to buy(make mind to buy) cosmetic products. 4. What they do for sure before buying is; test on their face in front of a mirror. 5. Let's educate them through the mirror they staring at, that the more they get beautiful, the more girls get education. 6. Through mirror they get to learn that their purchase of an eyeliner, a lipstick, and an eye palette become a pencil, a crayon and a book, DIRECTLY and CRYSTAL CLEARLY.

Links
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