Why is this work relevant for Brand Experience & Activation?

This work is a representation of the brand ethos and experience it has built up over the years, to ‘fulfill the heart with sweetness and fun.’ This campaign was intended to deliver this value to the youth of 2020, in a brand-new way. As a brand that uses 100% recyclable plastic container, it was only fitting to allow consumers to help recycle fully, and thus “Banana-Flavored Milk Washing Machine” was born. Through brand experience spaces and social channels, the brand values were conveyed, as well as achieving a viral social challenge which invited even more participants.

Background

Korean consumers, after having experienced a severe garbage problem in 2018, became more aware of recycling and reducing their disposable plastic usage. Banana-Flavored Milk, as the most popular dairy brand in Korea, decided to execute unique campaign to address this issue. We set out to explore different issues, and came upon one that was directly in tie with the brand itself as well. The issue was that whilst Korea was rated second in the world for their diligence in recycling, 79% of the recyclables collected were in fact not recyclable. The primary reason being the food residue left on the containers, unwashed. We set out to resolve this simple, yet important issue of washing recyclables by increasing awareness and involvement on the matter. If the customers feel for themselves to make a change with this brand, the engagement would be enforced.

Describe the creative idea (20% of vote)

Previous environmental campaigns were too serious and boring. In order to spread awareness on the issue of washing before recycling, we designed a washing machine to clean the empty milk bottle using the minimum water and electric power without motors. And we inserted some of the bright music and some lighting effect for fun during washing. After having created the Washing Machine, we then focused on creating a multi-faceted campaign that revolved around our creation. We installed these machines at the hot places in Seoul. The main space was themed to be “a laundry shop in the forest” where people wanted to visit and experience this adorable washing machine and tell their SNS followers about it as a source of pride. And we recommended “Hand Wash Challenge” was another that encouraged participation at home, with a social network twist.

Describe the strategy (20% of vote)

1.The target audience of the campaign was the MZ generation. Banana-flavored Milk, while priding itself of being a brand enjoyed by all ages, determined that the target audience would be the one that would most actively propagate the campaign, while meeting the budget. 2.However, MZ generation has shown aversion to PSA and other educational messages. Since most environmentally-friendly campaigns were serious in nature and boring, it was surmised that the target audience would have fatigue towards environmentally-friendly campaigns. Our primary objective was to incorporate the idea of “fun” into otherwise dull, educational campaigns, as to deliver the core brand value and to entice the MZ generation. Therefore, we created the unique machine, which made them want to post its photo on their SNS feeds. We used the rule that the exclusive experience could be a social capital for their society.

Describe the execution (30% of vote)

The campaign period : one month (July 18. 2020 - Aug 16 2020) - Mass media AD campaign executed to draw attention to the issue of “washing & recycling.” - The installation was started on July 24. The placement of the main installation was a 991 sq. m. space in Sungsoo, a popular destination for the MZ generation. Serving as an experience space for consumers to learn more about “washing & recycling”, people could wash containers here, and receive materials to help them achieve proper recycling habits. This ensured that the campaign did not end as a fun gimmick. - For the non-visitors, a “Hand Wash Challenge” was initiated on Instagram and YouTube channels, with a total of 50,000 followers. A challenge to get people to prove their recycling habits with cleaned Banana-flavored Milk, this allowed the brand to communicate with its fans first-hand as well.

List the results (30% of vote)

Pop-up location visitor count - 11,548 : Over 11k People met this washing machine and 28% of them buzzed their experiences to their social channels. Total view count of campaign film - 28,611,232 : This score meant to be for each 20~30s people to watch them at 4 times during the campaign. Total visits to campaign website - 274,507 Exposure in media - 117 : We gained 16 times higher buzz score than the eco-friendly campaigns that were conducted at the same time. After campaign, Awareness on “Washing & Recycling” became 71%, up from 61.4% Habituation of “Washing & Recycling” became 50.8%, up from 44.3% surveyed before campaign started.