SOLAR BOAT : CLEAN UP MEKONG

Short List
TitleSOLAR BOAT : CLEAN UP MEKONG
BrandHANWHA
Product / ServiceHANWHA
CategoryG04. Social Behaviour & Cultural Insight
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 K-MARINE CO., LTD. Gimje, SOUTH KOREA
Additional Company MINT C&M Hochiminh City, VIETNAM
Additional Company 2 HANWHA GROUP Seoul, SOUTH KOREA

Credits

Name Company Position
Jung-A Kim Innocean Worldwide Executive Creative Director
Nari Moon Innocean Worldwide Art Director
Doyu Yang Innocean Worldwide Copywriter
Jaeeun Kim Innocean Worldwide Art Director
Jiyon Rhim Innocean Worldwide Art Director
Seonhwa Hwang Innocean Worldwide Creative Technologist
Hye-dong Roh Innocean Worldwide Creative Technologist
Sungwoo Kim Innocean Worldwide Creative Technologist
Ha Yong Jung Innocean Worldwide Art Director
Bae-Sung Kim Innocean Worldwide Agency Producer
Jina Shin Innocean Worldwide Account Executive
Jung Eun Lee Innocean Worldwide Media Planner
Deuk Jin Kim Innocean Worldwide Media Planner
Woo Seok Jang Innocean Worldwide Promotion Planner
Chanwoo Lee K-Marine Boat Manufacturer
Sung Bin Kim Element Pictures Director
Sang Ho Hong Opticam Director of Photography
Mogun Kang - Focus Puller
Hyung Joon Park Planit Production Executive Producer
Ye Rang Kang Planit Production Producer
Kyu Won Lee Keystone Play Editor
Seong Hun Lee Keystone Play Flame Artist
Kyu Ri Kim Keystone Play Post Producer
Soo Jeong Park Vision Holdings Colorist
Da Young Ji Vision Holdings Post Producer
Garam Yu Keats Sound Designer
Sua Han Keats Sound Studio Producer
Terry Noh Mint C&M Vietnam event director
Taehwa Jeon XOD Vietnam event director
Minh Thu Nguyen Ho Mint C&M Vietnam event assistant

Why is this work relevant for Brand Experience & Activation ?

Hanwha, most businesses deal with the B2B and is a foreign company for the Vietnamese, was unfamiliar. Therefore we tried to approach daily life brand experience and raised brand awareness by a campaign to clean up the Mekong River, which is directly linked to the lives of Vietnamese. Through the campaign, the people aware of Hanwha’s photovoltaic solution technology and quit the behavior of trash dumping into the river with the awareness of the importance of the environment.

Background

Hanwha is a world-leading solar solution provider and is also operating in Vietnam. However, Hanwha's solar energy business is not familiar to the Vietnamese public because it is in the B2B sector. Hanwha began to consider how it could contribute to Vietnam as a member of its community while increasing its brand awareness, and launched its "clean-up Mekong" campaign with the idea of solving Vietnamese environmental problems while meeting the characteristics of its solar business.

Describe the creative idea (20% of vote)

Globally, ocean garbage is a serious problem. 88%~95% of the ocean garbage is coming from the 10 rivers of Asia and Africa. The Mekong River is a transboundary river originating from China, passing through Myanmar, Laos, Thailand, and Cambodia and finally through Vietnam to the sea. In other words, Vietnam is the last stand of floating garbage from six countries before it goes to sea. Hanwha has started to think about how to collect floating garbage by moving in the Mekong River area of Vietnam. As a solution to this problem, Hanwha has applied solar photovoltaic solution technology to produce solar boats. The boat is driven by solar energy alone, and the conveyor system is also operated by sunlight to collect garbage that floats on the water.

Describe the strategy (20% of vote)

The key strategy in designing clean-up Mekong campaign and implementing them was to "find the ultimate eco-friendly way." The majority of environmental campaigns to protect the planet err on the other side inadvertently pollute the planet. It is a mistake of the organization to carry out clean-up activities in which the ship of the group for the environmental movement runs the fossil fuel, discharges oil residue in the sea, emits carbon emissions into the air, or collects garbage by using disposable products. Under this strategy, our solar boat does not use just 1 gram of fossil fuel. Instead, it operates with only solar energy, so it pursues the zero-emission, and it also has the ability to collect wastes, deserves to call it the ultimate eco-friendly clean-up boat.

Describe the execution (30% of vote)

1) August 2018~May 2019: Solar boat design/production/trial A high performed Hanwha Q CELLS' Q.PEAK DUO solar modules were built with a total 6.45mX2.3mX2.6m boat and a maximum output of 4.4kW to collect garbage along the Mekong River 2) January~May 2019: Solar Hero Character Development Collecting garbage is also important, but raising the environmental awareness of people is essential to solving fundamental problems. We develop a character called “Solar Hero” to approach friendly for Vietnamese people and to be recognized as a character to save the Mekong by using solar energy. This character has been used throughout the design of the boat's exterior, digital campaigns and events. 3) May~June 2019: Execution of digital Campaign to raises public awareness on environment and expectations for solar boat. 4) June 2019~present: We donated two solar boats on the world environment day and they are running to collect the garbage.

List the results (30% of vote)

- From the donation of solar boat to the present, we have collected a lot of floating garbage contributing to solving the environmental problems of the Mekong River and ocean garbage. It also reminds residents of the Mekong River area of the importance of the environment. - Through the digital campaign and film, we achieved 23 million Impressions, 10 million views, and more than 80,000 reactions (total interaction including like, comment, share). It is particularly encouraging that this campaign has led to an active debate on environmental issues, renewable energy, and especially importance of solar energy among Vietnamese netizens. - With the disclosure of the Vietnamese press (more than 38 cases) and the global press (more than 92 cases), it has attracted not only Vietnam but also the world. - Vietnam’s other provinces have requested the Hanwha solar boat.

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

We visited the Mekong River several times to carry out the campaign, and we could often see people throwing garbage that they had collected from floating houses and ships into the river. We talked to various people in the area about the garbage problem, with a large number of local residents thinking nothing of dumping garbage into the Mekong River. The reason was that, to surprise, the river was believed to be clean soon because the garbage dumped in the Mekong River flows into the sea.

Links

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