Why is this work relevant for Brand Experience & Activation ?

The best method to alarm the approaching death of ginkgo trees was to let the trees speak for themselves. To make this happens, the big and frightened Eyeballs were decorated on the ginkgo trees. Also, we gave ginkgo trees witty face expressions. By passing through this street, citizens get the chance to think about the two ‘eunhaengs’, which are sadly misunderstood by the public. 43,000 pictures and selfies of the work were taken and shared, and citizens’ photos with the hashtag #saving ginkgo trees led to direct contribution to fundraising. This soon became viral and caused huge participation.

Background

Ginkgo tree, used as a type of tree for urban landscape, produces seeds that make mess in yards and bad smell. As many people kept asking for the removal of ginkgo trees, local governments had no choice but to cut them down. The reason for their choice was the high cost of transplantation. We thought, “do we really have to cut ginkgo trees down even though they provide fresh air and bring us romantic mood in autumn?” SBI Savings Bank has thought of a social campaign that would help ginkgo trees stay alive and play positive roles for society.

Describe the creative idea (20% of vote)

Phase 1. Art Exhibit Installation Installing art exhibits in which the face of Gingko Trees is made, to enhance people's interest in ginkgo trees. Three large EYEBALLs with diameter of 2 meters were brought from 'Designs in Air,' a famous British artist group. The big and frightened eyeballs were decorated on the ginkgo trees. After equipping large EYEBALLs, 48 "Ginkgo Facial Roads" with various facial expressions were created in ginkgo tree-line road. A casual place that had been passed through became a place that gives citizens a fairy tale experience and fun. Phase 2. Citizen Participation Campaign Holding a hug donation event, in which citizens sympathize with the campaign in art exhibition spot. Phase 3. Transplantation of ginkgo trees Transplanting female gingko trees by the donation of the SBI Savings Bank, including hug donation.

Describe the strategy (20% of vote)

■ Target audience Targeting audiences as broad as possible in delivering message ‘coexistence with nature,’ but especially 20’s-30’s/active/Instagram users are more likely to be targeted. ■ Approach To inform people about the danger ginkgo trees are in, art sculpture exhibition using ginkgo trees were held in the park. Citizens who visited the exhibition were intuitively and naturally aware of the situation by enjoying exhibition featuring large-scale eyeballs, face wrapping ginkgo trees) Not only that, but also citizens participated in fund raising, through instant SNS events. With SNS event, people freely took pictures of ginkgo trees with exhibits and posted them on their SNS accounts by adding hashtags. The event made people to participate in fund raising while enjoying it.

Describe the execution (30% of vote)

■ Implementation To inform people about the danger ginkgo trees are in, art sculpture exhibition using ginkgo trees were held in the park. Citizens who visited the exhibition were intuitively and naturally aware of the situation by enjoying exhibition featuring large-scale eyeballs, face wrapping ginkgo trees) Not only that, but also citizens participated in fund raising, through instant SNS events. With SNS event, people freely took pictures of ginkgo trees with exhibits and posted them on their SNS accounts by adding hashtags. The event made people to participate in fund raising while enjoying it. ■ Timeline - 2018.8.5~2018.9.15 : Art Exhibit Installation - 2018.9.15~2018.10.7 : Citizen Participation Campaign - 2018.10.15-2018.10.31 : Transplantation of ginkgo trees ■ Placement Olympic Park, Songpa District, Seoul ■ Scale Local

List the results (30% of vote)

■ Social Response Photos taken by citizens were uploaded on Instagram and played a big role in spreading campaign story as socialmedia contents and drew attention of about 44,000people. Adding the donation raised with the campaign and SBI Savings Bank’s own donation, 40 ginkgo trees that were about to be cut down were transplanted into a part next to roadside, starting new life. The campaign was introduced to society through various media, and broadcasts. ■ Brand Index Also, corporate perception has skyrocketed by 32.5%, preference 16.8% and credibility 22.6% after the campaign took place. Consumers who either took direct or indirect participation has exceeded over 60 thousand, and more than 50 articles were published. The campaign was introduced more than 5 times including the public TV network, and the project film video had recorded approximately 890 thousand views.