CategoryB01. Corporate Communication & Reputation Management
Media Placement TBWA\KOREA Seoul, SOUTH KOREA
Production BON GREY Seoul, SOUTH KOREA
Additional Company THE BEAR COMPANY Seoul, SOUTH KOREA


Name Company Position
Miran Kim Standard Chartered Bank Korea Head of Marketing
Kyoungsil Lee Standard Chartered Bank Korea Marketing
Sangho Kim TBWA Korea Executive Creative Director
Gilyoung Jang TBWA Korea Art Director
JongHwee Lim TBWA Korea Art Director
Jeongyeon Hyun TBWA Korea Art Director
Suebin Ji / TBWA Korea Art Director
Youmi Jung TBWA Korea Copywriter
Sunkook Kim TBWA Korea Copywriter
Sunny Lee TBWA Korea Account Manager
Minjeong Kim TBWA Korea Account Executive
Minsun Yu TBWA Korea Account Manager
Yeongju Noh TBWA Korea Account Executive /
Jooseok Oh TBWA Korea BTL Director
Changhee Nam TBWA Korea BTL Senior Manager
Jeeyoun Roh TBWA Korea BTL Project Manager
Taehee Lee TBWA Korea BTL Project Assistant
Hyuk Seo TBWA Korea Digital Planning Director
Gilwon Jang TBWA Korea Digital Planning Manager
Bonghoe Kim Bon Grey Producer
Sungdae Cho The BEAR Company Executive Director

The Campaign

We created The Good Library Project an audio book donation program for the visually impaired that does not require money but just your good voice. The main platform is the 3-day voice audition where visually impaired judges pick the right and good voices to be heard to be the next voice donors. Once the audio book is made we upload it on our digital library app and donate digital contents to schools and organizations for the visually impaired.


The key to our execution is building relationship with our stakeholders - our customer (public), staff, media, visually impaired community and local government. By opening a 3-day voice audition offline we not only brought our customers to experience voice donation but we also brought together the visually impaired community as judges and young students and staff as volunteers for a good cause. For past 6 years we made strategic partnership with Korea Blind Union, Seoul Metropolitan Government, Seoul Volunteer Group and Korea Employment Information Service (under the Labor ministry), giving them the chance to contribute and promote their effort for the visually impaired community. We not only provided a social donation platform where everyone collaborated together but also created job and new experience opportunities such as jobs for event staff members and volunteer service hour proof for young students.

This year's results: -5,307 Participants auditioned on and offline to record the <Job Encyclopedia> for Season 6 -Achieved more than 6M impressions online through YouTube, Instagram and mobile site -Recorded 897 job contents and donated to institutions for visually impaired children -Generated 380 news articles and 670 voluntary social media contents regarding the campaign -Introduced on major broadcasting news programs and documentaries -Awarded for 2017 25th People’s Choice Ad Award in South Korea -Celebrated 6th season in 2017, it is one of the longest CSR Campaign in Korea 6 Year results: - Accumulated $33.7 Million PR Value - 4,896 1st tier media news coverage - Introduced on prim time news programs and documentaries - + 290K On&Offline voice participants - Donated 6 Audio Books = 3,400 Audio Files - Re-made into 21,400 Audio and Braille books - In season 6, 88% of the participants said they think positively about SCBK and 70.5% said “I’d like to use SCBK going forward.” through event survey. - Awards: 2017 25th People’s Choice Ad Award, 2015 Silver Stevie Award for CSR in Asia, 2014 Smart App Award for Educational Content, 2013 Ministry of Health and Wealth’s SHARE Award, 2012 AD STARS Grand Prix for Effectiveness Category.

The Situation

The Good Library Project celebrated its sixth season in 2017, making it one of longest CSR campaigns in Korea. We hold "voice audition" to find "good" voices that are friendly and touching to the visually impaired and to record audio books for donation. Unlike other corporate CSR campaign where the amount of donation matters the most, we created a new way of donating by making "customer participation" into a tangible and high quality asset that can be donated. The project not only tries to solve social problem but also creates a deep customer-brand engagement and adds excitement to donating.

The Strategy

Our target audience was anyone who wants to volunteer including children and people with other disabilities. We created Korea's first "Voice Audition" a 3-day PR event where participants auditioned in front of visually impaired judges and voice actors to be chosen to read audio books. To make sure our main customer base (30's ~ 50's) are exposed to our effort, we targeted prime time news program, invited various finance & social newspaper on media day and created a dedicated campaign blog page to update our news. To promote our campaign to our potential customers (Teenagers and 20's) we endorsed celebrities (singers and actors) as our campaign ambassadors.


Social Media URL