Background

Situation : 20% of families in Korea are stepfamilies. Accordingly there is proportionate number of stepmoms and stepdads. However people have prejudice that step parents are bad and children raised under step parents are misfortunate. We saw this as a result of biased views from the media and fairytales being read unjudged. Brief : GS Caltex under its brand slogan “I am Your Energy”, wanted to show the public that “changing my prejudice” can bring energy to change the world into a better place. Objective : Awaken parents (30-40 yrs) of their unrealized prejudice of step parents and therefore prevent their children of building prejudice from fairytales/drama’s that show step moms as being bad.

Describe the creative idea

Prejudice is not always realized and this is especially so, for step moms. This is because in Korean society, few step parents reveal themselves as step parents. As people do not commonly encounter counterparts of their prejudice they build on this conception through fairytales/dramas that depict stepmoms as bad. We wanted these people that were unfortunately judged to be seen. By showing stepmoms that take care of their home & children likewise any normal household, we thought people would realize that they had unwillingly built prejudice ‘stepmoms are bad’. We utilized ‘fairytales’ as a medium to show this story because we sought prejudice was built from a young age when we see traditional fairytales like ‘Cinderella’ that may create misconception of stepmoms. By making a new fairytale that take account of real stepmom stories, we wanted to resolve prejudice built by children and adults.

Describe the strategy

Target & Approach First Target : Our primary target were children aged 4 to 7 year old and parents whom read fairytales together. We wanted to prevent children from building prejudice. Secondary Target : The entire public with a focus on 30 to 40 year old parents that take care of their children’s education. We wanted them to realize their prejudice of stepmoms and in doing so, make them find & read our fairytales through digital. Platform : 80% of Fairytale purchases are done through offline stores by purchasing printed books. We focused on the other 20%. As children’s usage of digital (Youtube/Portals) have increased, parents are educating their children using digital mechanisms. We utilized the top Audio book service and considered a customized fairytale for Youtube. We also cooperated with an E-book service to create & distribute our fairytales.

Describe the execution

3 Fairytales were created based on real stories of real stepmoms. Fairytales were composited into animation, e-book and audio fairytales to match fairytale content consumption of our targets. Real stepmoms whom participated in our stories also acted as narrators to maximize reality effect. Our fairytales were released in audio book service app, fairytale app and Youtube in a duration of a month. We also created a digital film to show our fairytales being told to children and highlight their thoughts of stepmoms before & after reading our fairytales. In this film, stepmoms also appeared to share their experiences of stepmom prejudice. After our release of fairytales and campaign film, we had acquired 4M views within a month in Youtube and Facebook which equates to 20% of entire 30 to 40 year old Korean population.

List the results

Campaign film has acquired 10M Reach till this date, which equates to 50% of the entire 30 to 40 year aged Korean population. 50K engagement (like, comment, share) was acquired through campaign film and fairytales. 90% of entire comments show positive reaction and actively support this campaign. 60% of entire views (5M) in Youtube have viewed our campaign film till the end indicating deep engagement