|Title||I'M CALLING IT A DAY|
|Brand||RED ROCK / ORIENTAL BREWERY|
|Product / Service||BEER / DRINK|
|Category||F04. Social Behaviour & Cultural Insight|
|Entrant||HS 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|
|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|
To enhance brand awareness, we brought up the social ’52-hour maximum working week policy’ issue. By giving changes to the well-known paintings, REDROCK conveyed its message through road galleries, product sampling, outdoor media, digital advertising, and social media events.
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.
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? Every day at 6 PM, the characters of the masterpieces disappeared from the digital displays installed throughout the city. Then a simple message appeared on the screen, supporting people to get off work on time.
[Key Message] After 6 PM, the key message came up after the characters of paintings disappeared from the pieces. ‘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.’ [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 road galleries and digital exhibitions using outdoor media around office streets. [Usage of media based on timing specialty] 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. [Product sampling] Sampling beer was provided to people at restaurants near the road gallery.
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).
[Media Outputs] - Outdoor Impression 22,511,822 times - Digital Channel Impression 5,224,754 times - Instagram Hashtags 2,218 - Mentioned on press 52 times, including the news [Target Audience Outcomes] According to a survey taken from 500 people who experienced the campaign, it enhanced peoples’ wills to participate in the policy up to 79.4%. Moreover, it also increased 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. [Business Outcomes] The successful campaign also led to a 6% increase in brand popularity and a 78% increase in sales.
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.