I'M CALLING IT A DAY

Short List
TitleI'M CALLING IT A DAY
BrandRED ROCK / ORIENTAL BREWERY
Product / ServiceBEER / DRINK
CategoryG04. Social Behaviour & Cultural Insight
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Media Placement HS AD Seoul, SOUTH KOREA
PR HS AD Seoul, SOUTH KOREA
Production POHKARA CREATIVEWORKS Seoul, SOUTH KOREA
Production 2 MOONWALK Seoul, SOUTH KOREA
Production 3 BLUMOMENT Seoul, SOUTH KOREA

Credits

Name Company Position
HA CHEOL SONG HS Ad Creative Director
SOO JIN HUH HS Ad Copywriter
HYUN JONG LEE HS Ad Chief Creative Officer
JAE MYUNG PARK HS Ad Account Director
CHEON IL JEON HS Ad Account Director
SANG MIN PARK HS Ad Account Executive
SO HYEON JEON HS Ad Account Executive
SEUNG RYONG HONG HS Ad BTL Planning Manager
JONG SUNG WU Phokara Producer
MIN JOO OH HS Ad Account Planning Manager
HYUN JU AHN HS Ad Account Planning Specialist
CHANG HYUN AN HS Ad Account Planning Associate
YOO YOUNG JI Blu moment Post Production
GUN PIL MOON Moonwalk Post Production

Why is this work relevant for Media?

Showing the famous and well-known art pieces, and transforming the picture into a character-less one required strategic media planning. The campaign targeted office workers in Korea, who would frequently pass by digital media installed on bus shelters, elevators, and shopping malls.

Background

South Korea is notorious for excessive and brutal working hours. That’s why from July 2018, the Korean government made the’52-hour maximum working week policy’ – to cut working hours from 68 to 52. However, it’s still hard to follow the policy because of the working culture in Korea, where there is an implicit rule that people are not allowed to go home before the boss does. Citizens’ awareness and settlement of the 9 to 6 working culture is necessary along with the enforcement of the new policy.

Describe the creative idea/insights (30% of vote)

What if characters who would never go home get off work on time? How would people react to the fact that they are following the 52-hour maximum working week policy? What if the characters were those who have never gone home for the last few centuries? At places with the most floating population, REDROCK Beer Company installed LED galleries on digital media. It showed the most famous pieces throughout Koreans. Every day at 6PM, the characters of the masterpieces disappeared. Then a simple message appeared on the screen. ‘Van Gogh went home. He supports the 52-hour maximum working week policy.’ ‘Mona Lisa went home. She supports the 52-hour maximum working week policy’

Describe the strategy (20% of vote)

[Usage of media near office streets] The main target of the 52-hour maximum working week policy was office workers in their 30’s. To appeal to workers, we opened digital galleries and installed outdoor digital displays around office streets. [Usage of media based on timing] The campaign appeared on targets’ media more on times when people use Youtube, Instagram, Facebook, and other apps on their way or off from work.

Describe the execution (20% of vote)

For a month, we displayed 10 pieces of masterpieces on billboards, shopping mall signages, and bus shelters- mostly located near the office streets. Especially, we displayed the paintings on elevators inside 40 office buildings throughout Seoul. In office hours, normal paintings were there. After 6 PM, characters disappeared from the paintings they are supposed to be in. On digital media such as Youtube, Instagram, Facebook, and other frequently used applications, the campaign message appeared on 7-9AM (When people head to work) and on 5-8PM(When people get off work).

List the results (30% of vote)

Not only did the campaign enhance peoples’ wills to participate in the policy up to 79.4%, but it also enhanced the brand image up to 73.8%, forming a positive brand image to a brand that was barely known in Korea. 69.4% of the citizens were also willing to taste the product, which also leads to a 6% increase in brand popularity and a 78% increase in sales.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

In Korea, for an office worker, a glass of beer after work is not just a simple drink. Because they seek the balance between work and life, after working hours, Koreans prefer to spend time with someone they like, rather than bosses from work. From July 2018, the 52-hour maximum working week policy was enforced, but still, a cultural change was necessary. Therefore, REDROCK decided to support the working Koreans with this issue, and also increased its brand values and awareness.