Why is this work relevant for PR?

GS Caltex’s has promoted its slogan “I am Your Energy” by showing & telling our audiences that you have the energy to change the world with a change in attitude or action. This time, we focused on prejudice. 20% of families in Korea are stepfamilies, Accordingly there are many stepmoms and stepdads, however there was prejudice that ‘stepmoms are bad moms’. They did not even have the perception that this prejudice was bad. We wanted our audiences to realize this fact by highlighting real stories of real stepmoms.

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 (20% 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 (30% of vote)

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. Target Media & PR Planning 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 addition, our campaign story was shared across parenting communities and stepfamily communities in order to gain deeper sympathy. They were to become advocates of our campaign and voluntarily spread-out our story.

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. Real stepmoms whom participated in our stories also acted as narrators to maximize reality effect. 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 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) – must include at least two of the following tiers:

1M views was acquired for the 3 fairytales. Total of 6M views was gained from campaign film. Of these views, 1M views was obtained through consumers that had voluntarily shared. We had acquired 10K consumer comments within digital. According to a digital survey, 85% of consumers who have seen the film showed high satisfaction of the ad. 50% also responded they were able to realize their misconceptions and built-in prejudice. In analyzing 10K consumer comments, approximately 90% have shown positive sentiment with positive opinions. After the release of our campaign, 85% have gained favorability of GS Caltex. 80% have shown favorability to the brand slogan "I am Your Energy".