Why is this work relevant for Brand Experience & Activation ?

Only 30% of passengers wear rear seatbelt in Korea. For Volkswagen—a brand known for advocating practical family vehicles—this issue hit close to heart. Thus, this project was designed to change the perception of wearing rear seat belt in Korea and to contribute to the positive brand image building.

Background

Automobile passengers in South Korea are terrible at wearing rear seatbelt. According to data released by the Korean Ministry of Transportation, only 30% of rear seat passengers actually wear seatbelt, which is by far the worst among OECD countries. How can we change this dangerous habit?

Describe the creative idea (20% of vote)

When we interviewed people to find out why rear seatbelts isn’t so popular, one of the most frequent answers seemed very trivial: seatbelt ruins my appearance/look (e.g. getting creases on clothes, appearing uptight/square, etc.). Pretty lame.

Describe the strategy (20% of vote)

Volkswagen’s Arteon—with its “Beauty in Every Sense” campaign in Korea—was the perfect model to communicate the importance of wearing rear seatbelt and that the “true beauty” lies in the “safety of the passengers” against people who visit the Volkswagen showroom.

Describe the execution (30% of vote)

Consequently, a guerrilla beauty contest was held at one of the Volkswagen showrooms, Klasse Auto Bangbae on 31th May, 2018 and we found our MISS SAFETY, the one who embodies our message to all Korean passengers: DON’T MISS SAFETY!

List the results (30% of vote)

Impressions : 300+ joined this guerrilla event for a day Consumer behavior : Found 90+ MISS SAFETY wearing rear seatbelt Consumer awareness : 98% promised to keep wearing rear seatbelt