THE CHEERING BANDAGE

Short List
TitleTHE CHEERING BANDAGE
BrandYOUNG CHEMICAL, FACEBOOK KOREA
Product / ServiceTHE CHEERING BANDAGE
CategoryG07. Corporate Purpose & Social Responsibility
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement 2 FACEBOOK Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR 2 FACEBOOK Seoul, SOUTH KOREA
PR 3 YOUNG CHEMICAL Gimhae, SOUTH KOREA
Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Post Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Jung A Kim Innocean Worldwide Executive Creative Director
Jungwhan Kim Innocean Worldwide Account Director
Euisung Ha Innocean Worldwide Sr. Account Manager
Bumsuk Oh Innocean Worldwide Account Manager
Kiwoon Kim Innocean Worldwide Account Manager
BongJun Cha Innocean Worldwide Art Director
Daesoo Kim Innocean Worldwide Art Director
Bae-Sung Kim Innocean Worldwide Agency Producer
Taeseok Lee Innocean Worldwide Copywriter
Sungha Kim Innocean Worldwide Copywriter

Why is this work relevant for Brand Experience & Activation?

March 2020, when WHO declared COVID-19 outbreak as a global pandemic, Korea was no exception. To support the COVID-19 medical team fighting on the frontlines, Youngchemical, Korean bandage manufacturer, produced the “Cheering Bandage” with messages of support from the public. An Instagram account (@cheeringbandage) was established to receive messages. Additionally, a film was released to inform the campaign background and encourage participation. Through the official Instagram channel, we were able to showcase a variety of campaign contents such as the background, production, delivery process, and interviews. The success of the campaign was possible through diverse campaign contents and communication.

Background

Youngchemical is no.1 bandage manufacturing company that represents Korea. However, the medical bandage market is primarily made of the original equipment manufacturer, leaving most general consumers unaware of Youngchemical’s products. March 2020, when WHO declared COVID-19 outbreak as a global pandemic, Korea was no exception. The number of confirmed cases and diagnostic tests was exponentially increasing. The COVID-19 healthcare workers wear extensive protective gear for a long time, leaving many scars and marks on their faces. To prevent this, the Korean COVID-19 medical staff put bandages on their faces. Numerous foreign media praised the bandages on the faces of Korean healthcare workers, referring the bandages as a badge of honor. To support the healthcare workers, Youngchemical designed the “#CheeringBandage” campaign to utilize the bandages the medical team put on their faces to directly deliver the touching messages.

Describe the creative idea (20% of vote)

Bandages are the only protection for the faces of the medical teams from the 8-hour weight of goggles and masks. From the public, Youngchemical received the heartfelt handwritings of encouragement and printed them on 5cmX2cm bandages. People submitted messages with the #Cheeringbandage hashtag, handwritings, DMs, and AR-filters on Instagram. Those messages were printed on the center of the bandages using a custom-made printer. Through this process, 400,000 unique bandages were produced and delivered nationwide to the 37 hospitals and screening-clinics treating COVID-19. When the medical-professionals enter the screening-center and treatment-rooms, they use the ‘cheering bandages’. Whenever they put them on, they not only protect themselves from physical wounds but also receive the messages-of-support with their own eyes and skin

Describe the strategy (20% of vote)

Since the declaration of COVID-19 pandemic, numerous medical teams and people have lost hope due to psychological anxiety. The Korean public all needed a turning point to support each other and get through the COVID-19 crisis together. In addition to product branding, Youngchemical most importantly wanted to contribute to society as Korea’s leading bandage company. To achieve such an effect, the methods to participate in the campaign also diversified. Instead of using specific sites or applications, we utilized Instagram or Facebook hashtags, AR camera filters, GIF stickers, and direct messages. We aimed to send the citizens’ messages of gratitude to the exhausted medical staff, raise the public’s disease awareness, and encourage the practice of social distancing. Eventually, through this campaign, the Youngchemical brand awareness and preference have increased among both professional medical personnel and the public.

Describe the execution (30% of vote)

1.Messages submission An Instagram account (@cheeringbandage) was created to receive submissions, and a film was also released to announce the campaign and encourage participation. Participation for the “#Cheeringbandage” campaign was enabled with handwriting, direct-messages, AR-filters, and GIF-stickers. 2.Production of the Cheering Bandage The bandages produced complying with the safety-regulations implemented messages of support. A custom-made printer was implemented exclusively for the campaign to place a variety of handwritings in the center of the bandage 3.Delivery To ensure that “Cheering Bandages” were supplied to the forefront, the medical team’s working hours, environment, number of COVID-19 cases, and number of diagnostic tests were collected and analyzed comprehensively before delivery. 400,000 unique bandages were produced and delivered nationwide to the 37 hospitals and screening-clinics treating COVID-19. Whenever medical-team put the bandages on, they were able to receive the messages of support with their own eyes and skin.

List the results (30% of vote)

400,000 #Cheeringbandages distributed to 37 nationwide medical institutions and selective care centers that treat COVID-19 [FACEBOOK Brand Lift Study] Campaign awareness: 8.5 times the APAC average (23.7%) Campaign preference: 7.5 times the APAC average (23.3%) Campaign upper prayer: 2x the global average (22.3%) Campaign Video View Count: Record 4.1 million views 10x the cost efficiency of the global average [Social Buzz Effect of Bandage Manufacturing Companies] Social media followers increased by 110,317% Social media content view increased by 2,757% Content likes increased by 432% Bandage manufacturer (Youngchemical) media coverage increased by 3,600% (as of 2020) [MEDIA HIGHLIGHT] Without spending major publicity expenses, major Korean broadcasters (KBS, JTBC, etc.) covered “Cheeringbandage” on their own Korea’s top online portal site NAVER and global magazine ELLE covered the “Cheering Bandage” campaign [SOCIAL INFLUENCER] Korean celebrities and social influencer voluntarily participated in the campaign, spreading this to about 1.7 million Instagram followers

Please tell us how the brand purpose inspired the work

The COVID-19 medical team wears medical goggles and masks every time they enter the screening center and interact with patients. Wearing extensive protective gear for a long time leaves many scars and marks on the faces of healthcare workers. To prevent this, the Korean COVID-19 medical staff put bandages on their faces. Numerous foreign media praised the bandages on the faces of Korean healthcare workers, referring the bandages as a badge of honor. Bandage is a symbol of care and remedy, even becoming a movie title. For both the medical staff and the public distressed by the COVID-19 pandemic, bandage indicates the symbolic meaning to soothe each other’s wounds and overcome this crisis together. Therefore, we harnessed bandages as a medium for our “Cheering Bandage” campaign.

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