THE REAL STEPMOM STORY

TitleTHE REAL STEPMOM STORY
BrandGS CALTEX
Product / ServiceCORPORATE IMAGE
CategoryB08. Use of Digital Platforms
EntrantADQUA INTERACTIVE Seoul, SOUTH KOREA
Idea Creation ADQUA INTERACTIVE Seoul, SOUTH KOREA
Idea Creation 2 GS CALTEX CORP. Seoul, SOUTH KOREA
Media Placement NEXT MEDIA GROUP Seoul, SOUTH KOREA
Media Placement 2 NX MEDIA South, SOUTH KOREA
Media Placement 3 DINGO Seoul, SOUTH KOREA
Production OASIS Seoul, SOUTH KOREA
Production 2 UNFRAME Seoul, SOUTH KOREA

Credits

Name Company Position
Hunchul Chun AdQUA interactive CEO, ECD
Hyunkyoon Kim AdQUA interactive Creative Director
Eunji Jeong AdQUA interactive Copywriter
Dasom Lee AdQUA interactive Copywriter
Namhun Kim AdQUA interactive Copywriter
Olivia Sangjee Park AdQUA interactive Copywriter
Byeongchan Lee AdQUA interactive Account Director
Junyoung Lee AdQUA interactive Account Director
Huijae Yoon AdQUA interactive Account Manager
Injoo Lee AdQUA interactive Account Executive
Jaegu Yeo AdQUA interactive Design Director
Jinyeong Lee AdQUA interactive Design Director
Hyeonmin Jeong AdQUA interactive Designer
Jinwon Jeong AdQUA interactive Designer
Daehui Kim AdQUA interactive Designer
Jung Han Kwon OASIS Director
Seo Hee Kang OASIS Executive Producer
Munju Jeong OASIS Assistant Director
Hyeongyeon Kim OASIS Director Of Photography
Yeongsu Lim OASIS Lighting Director
Jong Han Lim UNFRAME Editor
Ah Young Kim UNFRAME Flame Artist
Yujeong Kim UNFRAME Flame Artist
Sung Lae Hong UNFRAME Sound Designer
Wonseok Ko LUCID COLOUR Colorlist

Why is this work relevant for Media?

GS Caltex aimed to resolve the prejudice that “stepmoms are bad”. As a solution we created a new fairytale that contrasted from traditional stories told in ‘Cinderella’ and ‘Snow White’. Applying real stories of real stepmoms as fairytales, we wanted 4 to 7 year old children and their parents to think about prejudice built in stepmoms. Taking account of content consumption happening in digital, we created our fairytales optimal for digital and distributed through digital media.

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/insights (30% of vote)

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 (20% of vote)

Target : Our primary target were children aged 4 to 7 year old and parents whom read fairytales together. Secondary target was placed as the entire public with a focus of 30 to 40 year old parents that take care of their children’s education. Media Usage : 3 Fairytales that were optimally customized for digital. In addition a real-documentary campaign film was created to show our intention, created fairytales & actual results. This was distributed in Youtube, Facebook and portal media. In Youtube, we utilized re-targeting to audiences that had viewed our campaign film to subsequently see our fairytales to not only realize their prejudice but for them to share our fairytale to other parents & children. In Facebook we cooperated with relative influencers and their followers to create a promotion that would build word-of-mouth of our fairytales.

Describe the execution (20% of vote)

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. Fairytales were released in audio book service app, fairytale app and Youtube in a duration of a month. We also executed a promotion within the fairytale app for consumers whom sympathized with our cause to self-record our fairytale with their voice and share with their child & others to create deeper engagement. 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 appeared to share their experiences of stepmom prejudice. After our release of fairytales and campaign film, we acquired 4M views within a month in Youtube and Facebook, equating to 20% of entire 30 to 40 year old Korean population.

List the results (30% of vote)

We acquired positive reaction, postive comments and share through digital media. A total of 50K engagement was gained and 100K users visited our brand website's campaign page. According to a digital survey, 80% of consumers that have seen the film had indicated they feel favorable towards GS Caltex. 90% agreed that this sort of campaign should continue. Of those who liked the campaign, 50% had indicated they were able to realize their built-in prejudice.

Links

Video URL