|Brand||SEOUL METROPOLITAN GOVERNMENT|
|Product / Service||PEEKABOO MASK|
|Category||B01. Use of Ambient Media: Small Scale|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Media Placement||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|PR||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Production||MUSEUM FILM Seoul, SOUTH KOREA|
|Production 2||TIFFANY FILM Seoul, SOUTH KOREA|
|Taihai Kim||Cheil Worldwide||Division Leader(Digital)|
|Jiyoung Suh||Cheil Worldwide||Division Leader(Digital Business)|
|Kye Jo Lee||Cheil Worldwide||Creative Director|
|Hyun Ju Her||Cheil Worldwide||Creative Director|
|Jong Kil Choi||Cheil Worldwide||Art Director|
|Jung Sub Kim||Cheil Worldwide||Art Director|
|Hong Joon Jang||Cheil Worldwide||Art Director|
|Soo Jeong Lee||Cheil Worldwide||Art Director|
|Tae Ho Park||Cheil Worldwide||Developer|
|Doo Won Yoo||Cheil Worldwide||Developer|
|Sun Ho Bae||Tiffany Film||Executive Producer|
|Jong Min Lee||Museum Film||Director|
|Hyuck Hoon Nam||Museum Film||Producer|
|Sun Woo Keel||Museum Film||Assistant Director|
We created the Peekaboo Mask, printed with thermochromic ink that react to temperature. When children wear the masks, the temperature from their breath causes the image of an fine dust character to disappear and reveals the fun characters instead. We also built a digital vending machine that collect dust data real-time. When the level of fine dust is “bad,” the machine grabbed the attention of passing-by children with a motion sensor and informed them about the necessity of masks through an educational video. When the clip was over, children experienced the masks from the vending machine. The experiences let the children know the importance of wearing masks while having fun. We also created an experience video which became viral on various media channels around Seoul.This was be used as educational content to raise awareness on the importance of masks.
Overall budget : KRW 17,004,780 Breakdow of cost - Mask: KRW 7,292,000 - Vending Maching: 9,712,780 Paid Media budget: Owned Media 100%
First, we developed and created the Peekaboo Mask. On the mask, we printed nine kinds of fun character faces and then covered it with a dust face character with thermochromic ink. When children wore the masks, temperature from their breath changed the character image on the mask. With the digital vending machine, it collected real-time data from the Korea Meteorological Administration and stayed quiet on a clean day. On a “bad” fine dust day, the screen changed to “bad” and the motion sensor caught the attention of children by automatically playing video content. The video educated the children about the importance of masks. After the clip, the vending machine dropped masks for the children to experience. These experience were made into a video to be on-aired on various media channels across Seoul. The Peekaboo Mask aroused interest and raised awareness of the necessity of masks.
- 90% of children who experienced the Peekaboo Mask realized the need to wear masks on a “bad” fine dust day - 88% of children who experienced the Peekaboo Mask wanted to keep them on - The Peekaboo Mask vending machine and its video content created strong interest for children and the video educated them about the importance of masks in a fun way - Each of the children who wore the masks became one-person media themselves and aroused interest to others about fine dust - The Peekaboo experience film was on-aired on more than 30,000 media channels across Seoul to deliver the message of the need to wear masks - The experience video was exposed to approximately 7 million Seoul citizens per day - With this campaign as its first, Seoul City initiated other various means to reduce fine dust
Korea is one of the countries with the highest level of ultra fine dust. The best action to take for people is to wear a mask. However, many find it stuffy and uncomfortable to wear them. Research also showed that 7 out of 10 children did not wear them. Would there be a way to make wearing masks fun for children? Thus we came up with the Peekaboo Mask. Through the mask we educated them about the necessity of wearing masks. The Seoul metropolitan government needed educational content on fine dust, and the Peekaboo Mask became a very effective tool.
As an effective way for a campaign to inform the children about the necessity of masks on a “bad” fine dust day, we created a unique and fun mask. Moreover, we designed a mask experience utilizing a digital vending machine based on realtime fine dust data. This allowed children to be more aware of the dust issue. Those who experienced the mask or saw those wearing them were interested in fine dust masks. The Peekaboo Mask experience video was utilized effectively across various media channels in Seoul on large OOHs and subway stations etc.