AN AD THAT SAVES ENERGY WITH VIEWS

TitleAN AD THAT SAVES ENERGY WITH VIEWS
BrandSK INNOVATION
Product / ServiceCORPORATE PR
CategoryG07. Corporate Purpose & Social Responsibility
EntrantDAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Idea Creation DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA

Credits

Name Company Position
Soojin Sohn Daehong communications Creative Director

Why is this work relevant for Brand Experience & Activation?

This film is aimed to make people feel like they're actually doing something eco-friendly. This ad is not a simple introduction of a Company's eco-friendly vision and Tech. This ad is an opportunity for consumers to practice eco-friendly deed, as well as sharing SK Innovation's vision and building better future with SK Innovation's technolgoy.

Background

Can commercial film be eco-friedly itself? Is there any innovative solution for making peole do something eco-friendy by commercial film? We were intereted in "dark mode" that reduces battery use of LED display. If we make film like a Screen-Saver by using "Dark Mode" instead of glamourous image, people can save energy by watching this film!

Describe the creative idea (20% of vote)

Can an ad itself be eco-friendly? Is there a way to get more people to participate in taking care of the environment? We recently found that many websites and mobile pages are using dark mode to save batteries. So we found it. Make the first advertisement in dark mode, save everyone watching. Advertisements themselves are meant to be environmentally friendly.

Describe the strategy (20% of vote)

This campaign is made to target 20-30s young people who are interested in technology and environmental issues. Because, They are using LED diplay the most. "Dark Mode", this simple technology used in this film that gives surprises and real experience of eco-friedly doing. It designed to make people participate in energy saving by spreading through the online media like youtube.

Describe the execution (30% of vote)

For saving resoureces, we make 1minute film like a screen saver by using "Dark Mode" without filming. And it released through TV, Digital Media and Youtube.

List the results (30% of vote)

This campaign has been reported numerous times in the media, It has achieved more than 21 million views. The power saved from this "Dark Mode" campaign can run a refrigerator for 70 years and the car that under development by SK INNOVATION can go around the Earth three times(123,900km).

Please tell us how the brand purpose inspired the work

SK Innovation has continued to pursue eco-friendly technology, which is due to its social responsibility to create a sustainable future and a better environment. The effort to return this belief to an amazing experience through the advertisement itself made this result.

Links

Video URL