Title | SENTENCE EMOJI |
Brand | GS CALTEX |
Product / Service | PETROLEUM |
Category | B01. Mobile Websites |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production | LOVE AND MONEY Seoul, SOUTH KOREA |
Additional Company | GS CALTEX CORP. Seoul, SOUTH KOREA |
Additional Company 2 | THE VREEZE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Kiyoung Kim | Innocean Worldwide | Executive Creative Director |
Junghwa Son | Innocean Worldwide | Creative Director |
Hoon Chun | Innocean Worldwide | Copywriter |
Yesul Lim | Innocean Worldwide | Art Director |
Sewon Kim | Innocean Worldwide | Copywriter |
Jongpil Kim | Innocean Worldwide | Sr. account director |
Choongsik Nam | Innocean Worldwide | Account Director |
San Kim | Innocean Worldwide | Account Executive |
Injae Hwang | Innocean Worldwide | Account Executive |
Sangdeok Lee | Mustache film | Director |
Jongin Kim | Love and money | Assistant Director |
Heemin Kim | Love and money | Assistant Director |
Jiwoong Kim | Love and money | Producer |
Heeyoung Cheon | Vixen | Editor |
Junho Lee | Vixen | 2d director |
Sunglae Hong | KISS FM | Sound Engineer |
Mike Chi | freelancer | Voice actor |
Joohee Yoon | The Vreeze | Platform designer |
Sangyi Won | The Vreeze | Platform designer |
Seoniel Back | The Vreeze | Platform designer |
Bora Lee | The Vreeze | Platform designer |
Hyunjun Lee | The Vreeze | Platform designer |
Myeongho Jang | The Vreeze | Platform designer |
Seun Park | The Vreeze | Platform designer |
Changkug Choi | The Vreeze | Platform designer |
Younghak Kim | The Vreeze | Platform designer |
Hongseok Choi | The Vreeze | Platform designer |
An IT leader of South Korea is all generation uses digital device actively. GS Caltex analyzes behavior pattern of a messenger, which is used the most among all generations. As a result, the casual short message of every generation on the messenger is actively exchanged, but many are hesitant in expressing their feelings honestly. Therefore, GS Caltex wanted to create an environment in which it could easily express and share its hidden feelings more comfortably within its digital platform.
We all have experience deleting our messages before sending it to someone. An energy company, GS Caltex, which thinks to communicate each other becoming a new source of energy, builds a platform to decrease a burden of expressing our inner feelings in more fun and easy way in terms of identifying component morpheme of typed sentences that express inner feelings for those who are hesitant to show their real feelings. Also, we launched four episodes that show the moment when people need a Sentence Emoji platform through each generational bonding in order to encourage more people to express their feelings. This Short Film was produced in the proportion of mobile phone in terms of the lifestyle of modern people, who actually talk via mobile messages. By doing so, it has received much sympathy from various generations and achieved more than 5 million views in just a month.
GS Caltex focuses on how Korean get used to communicating with each other using emojis in a digital environment. However, we think that there is a limit as Emoji itself to express real feelings although it is good for short and simple communication. So, we set a strategy to develop its communicating platform to express our feeling easily under the circumstance of keeping people’s digital behavior. Also, We carry out our episodes according to most used digital media based on each generation; Youtube and Instagram for teenage and twenties and Facebook for thirties and forties in order to optimize its contents. In addition, GS Caltex uses its owned media such as Instagram, Facebook, and blog actively to encourage people to use it by introducing stories by using converted Sentence Emoji.
GS Caltex puts the priority of mobile optimization related to campaign elements, which are focused on the characteristics of a messenger. We stay focused on UI/UX components for Sentence Emoji to work fast and perfect on various smartphone devices; create it to do the secondhand experience of the campaign on an individual’s phone as well as create four episodes as vertical videos to fit into a mobile environment. In addition, when people type in cheerful messages such as ‘cheer up’, ‘keep it up’, and ‘you can do it’, those cheerful messages are converted to ‘I am your Energy,’ which is a GS Caltex’s slogan to deliver its value and make people experience GS Caltex indirectly.
There is such a low brand awareness and visitors on their website since an energy company is considered as B2B. However, throughout this campaign, visitors of the official website become 2 million views during a month. Our campaign allows people to feel more close to the brand and increases brand awareness. More than 500,000 emoji messages were shared in just a month after the campaign launch, and four episodes have over 5 million views in total. More than 20 media and press have covered it to the public, and the numbers continue to rise. Also, campaign page view becomes 1.42 million.