LIFE PUMP

Short List
TitleLIFE PUMP
ClientSAMSUNG C&T CORPORATION EVERLAND CARIBBEAN BAY
Product / ServiceCARIBBEAN BAY WATER PARK
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA

The Campaign

With the Life Pump Campaign, pumping up swimming tubes turns into CPR training through hands-on experience with a simulated body. By connecting an air pump to the inside of a CPR manikin, we created a new and easy way that allows anyone inflating their swimming tubes to learn CPR. The Life Pump is designed in such a way that if CPR is correctly performed on the manikin, at the right position and pace, 4) then the tube will be fully inflated within 1 minute. 5) 4) 4~5cm deep / 100~120 pumps per minute, Hands-Only CPR guide in 2015, American Heart Association 5) For standard swimming tubes with a diameter of 90cm

Creative Execution

We installed 10 Life Pumps at Caribbean Bay Water Park, so that people can learn how to perform CPR before going in the water, and before water-related sudden cardiac arrests happen. Through the campaign, which started on August 3, 2016, and is still ongoing, people are learning CPR via hands-on experience by filling up their swimming tubes. Both experts from the Korea Emergency Medical Association and lifeguards from Caribbean Bay Water Park are on site to help people learn to perform CPR correctly.

Within only 3 weeks, 5,851 swimming tubes were filled, getting 5,851 people to learn how to perform CPR. According to a visitor survey conducted at Caribbean Bay after the campaign, the CPR training effectiveness of the Life Pump reached 95.5%, and the safety perception of Caribbean Bay measured 90.6%. After the Life Pump Campaign was launched, it received rave reviews across the media. “A clever idea to get people to learn CPR.” – Asia Today “Practical Prevention: Learning CPR before going in the water” - NEWS1 “A revolutionary CPR training through hands-on experience.” –NEWSIS

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. The ‘Life Pump’ is a new educational and advertising media that can only be found at Caribbean Bay Waterpark.

Insights, Strategy and the Idea

By connecting an air pump to the inside of a CPR manikin, we created a new and easy way that allows anyone inflating their swimming tubes to learn CPR. We installed 10 Life Pumps at Caribbean Bay Water Park, so that people can learn how to perform CPR before going in the water, and before water-related sudden cardiac arrests happen.

Credits

Name Company Position
Jeongkeun Yoo Cheil Worldwide Executive Vice President
Wain Choi Cheil Worldwide Chief Creative Officer
Hyungkyun Oh Cheil Worldwide Art Director
Sungphil Hwang Cheil Worldwide Art Director
Jia Kim Cheil Worldwide Copywriter
JaeHwan Lee Cheil Worldwide Account Director
Chan Kim Cheil Worldwide Account Executive
Junseok Park Cheil Worldwide Account Executive
HyunJin Shim Cheil Worldwide Account Executive
Hana Lee Cheil Worldwide Account Executive
Donghan Kim Cheil Worldwide Sr. PR Manager
Junghyun Lim Cheil Worldwide Sr. Global PR Manager
Sunho Bae Cheil Worldwide Agency Producer
Yonghan Moon Yonggamhan Production Director
Kyounghyun Kim Junpasang Production Executive Producer
Seunghyun Jo Junpasang Production Production Designer
Dongjo An Junpasang Production Film Producer
Jaejeong Kim Freelancer Cinematographer
Daehyeon Cho Seoul Vision Editor
Yujun Jung Seoul Vision Editor
Naedo Lee Seoul Vision Flame Artist
Sungrae Hong Kiss FM Sound Designer
Inu Hwang Audio Village Sound Studio Producer
Jiwon Choi JW pictures Photographer
Wanmo Koo Bounce Creative Design Director
Jeakyun Kim Bounce Creative Designer
Sungjin Lee Bounce Creative Designer
Changhwa Yeo Ex creative Product Designer
Myoungjun Joo Ex creative Product Designer
Sooyang Park People Agency Model Agency Credits
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