Why is this work relevant for Brand Experience & Activation ?

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.

Background

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.

Describe the creative idea (20% of vote)

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?

Describe the strategy (20% of vote)

[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.

Describe the execution (30% of vote)

For a month, we opned five road galleries and displayed 10 pieces of masterpieces on billboards, shopping mall signages, and bus shelters- mostly located near the office streets. Especially, to make office workers-our main target see our message, we displayed the paintings on elevators inside 40 office buildings throughout Seoul. Regarding the fact that Korea shows high rates in the use of social media, we connected road galleries and digital outdoor galleries with social media events to increase brand awareness and participation. 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).

List the results (30% of vote)

Not only did the campaign enhance peoples’ wills to participate in the policy up to 79.4%, but it also enhanced 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, which also leads to a 6% increase in brand popularity and a 78% increase in sales.