Why is this work relevant for Creative Strategy?

Banana-flavored Milk was No.1 flavored milk brand in S. Korea, but it has little news because it released new products once a year. We needed a brand-new campaign to enhance the brand reputation by creating some unique but relevant message. And this work has the breakthrough idea to gain some huge interests from audiences by planning the eco-friendly theme and the interactive scheme.

Background

This campaign was intended to deliver the brand core value, 'to fulfill the heart with sweetness and fun', to the youth of 2020, in a brand-new way. Korean consumers, after having experienced a severe garbage problem in 2018, became more aware of recycling and reducing their disposable plastic usage. As a brand that uses 100% recyclable plastic container, it decided to execute unique campaign to address this issue. 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.

The Interpretation of the Challenge (30% of vote)

The client didn't want to increase the market share. Because there was no powerful competitive in banana-flavored milk category. The client wanted to use the brand's powerful influence to change some social matters. This brand had the positive and cheerful image and people loved these images for a long time. The client's objective was to plan the original campaign that other brands couldn't follow and the desired outcome was "visible social change" with "visible buzz".

The Insight / Breakthrough Thinking (30% of vote)

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.

The Creative Idea (20% of vote)

In order to spread awareness on the issue of washing before recycling, we designed a brand item. It was the "Milk Bottle Washing Machine", designed to wash the empty bottles of Banana-Flavored Milk. 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 loved by targets. The main space was themed to be “a laundry shop in the forest” where people wanted to 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.

The Outcome / Results (20% 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 features : 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.

Please tell us how the brand purpose inspired the work

Banana-flavored Milk was a famous brand that was good at communicating with targets. People loved its fun and cheerful personality. We wanted to use its positiveness to solve some social problems with its customers. But some social problems were too serious for people to accept the proper agenda came from this brand. As using a 100% recyclable plastic container, we decided the environmental issue could make some acceptable and interactive response from customers.