LOST ANIMAL PARK

TitleLOST ANIMAL PARK
BrandLG UPLUS
Product / ServiceVR CONTENTS
CategoryB05. Corporate Purpose & Social Responsibility
EntrantPENTACLE Seoul, SOUTH KOREA
Idea Creation PENTACLE Seoul, SOUTH KOREA
Media Placement PENTACLE Seoul, SOUTH KOREA
PR PENTACLE Seoul, SOUTH KOREA
Production PENTACLE Seoul, SOUTH KOREA

Credits

Name Company Position
SANGHOON CHA Pentacle VICE PRESIDENT
DAEYOUNG KIM PENTACLE ECD
SUNGNAM JANG PENTACLE CAO
DONGKYU KIM PENTACLE AE
DAEHEE KIM PENTACLE AE
JUNGMIN LEE PENTACLE AE
SUJIN LEE PENTACLE AE
SeungWook Yoo PENTACLE AE
INTAE KIM PENTACLE AE
HYEJUNG LEE PENTACLE CW
WOOCHUL KANG PENTACLE CW
MINSUNG HAN PENTACLE AD
SANGGUN PARK PENTACLE AD
HANBIT KIM PENTACLE CW
JIYOUNG PARK PENTACLE PD
JINWOO KIM PENTACLE PD

Why is this work relevant for Creative Strategy?

Environmental issues are not interested. Our strategic approach was to find a medium to talk about environmental issues. To make the environmental issue interesting, we paid attention to cartoon characters. In planning the campaign, we found that most of the characters are endangered animals. The real models of Pikachu, American Pika, and Zootopia were endangered species. This interesting fact was used in creative. From virtual Lost Animal Park, 3D cartoon characters tell stories about their lost homes due to environmental destruction. The campaign's VR content was consequently used as an environmental education material at elementary schools in Seoul.

Background

In Korea, where the world's first commercialization of 5G has begun, fierce competition for 5G service marketing among telecommunication companies is in progress. We wanted to provide a meaningful experience to our customers launching the brand service. We wanted to say that the technology that has so far destroyed the environment can now be used to help environmental problems. VR, the core service of 5G, was to create something that wasn't in reality, so we wondered if it could have a positive impact on the world when we made something that wasn't in reality. We wanted future generation of children know about environmental issues. However, environmental issues are not interesting. We wondered how we could talk about this interestingly to children. We got a hint of this issue from animations. Cute animals were popular animations or game characters. We found out that most of characters were either endangered or extinct.

The Interpretation of the Challenge (30% of vote)

LG Uplus share the smallest market out of big carries. With the launch of the 5G service, competitors used lot of money and fancy advertisements. But we aimed to make meaningful changes in everyday life closer to the distant future than far. We needed an idea that could change consumers' everyday lives meaningfully and at the same time give them an impact. We have saved the marketing budget by applying for the 5G content support project from the government with the idea of an endangered animal park. They acknowledged the concept of our idea and supported the cost of producing the content. Through this process, we created the virtual endangered animal park and wanted children’s response and create marketing issues. As a result, the 5G content was used as the environmental education material at elementary schools in Seoul. Public educational institutions have recognized the educational value of 'Lost Animal Park'.

The Insight / Breakthrough Thinking (30% of vote)

During planning we discovered that most of the famous cartoon characters were endangered species. We thought children would be very interested if real animals of famous cartoon characters tell stories. That's how cartoon characters like Pikachu and Sloth from Zootopia became the main characters of our content and made it into 3D. It was a good idea, but it was also blocked by the budget wall. The insufficient budget was even supported by Government 5G contents contest. We produced VR content with advice from WWF, Seoul Graduate School of Education and environmental education groups to deliver accurate information to children's eyes. As a result, the contents of 'Lost Animal Park' were used as a learning material for elementary schools in Seoul through discussions with teachers who had access to VR content and the Seoul Metropolitan Office of Education.

The Creative Idea (20% of vote)

[Pikachu is an Endangered Species?] Do you know what Pokémon character Pikachu, sloth from the movie Zootopia, and Spix’s Macaw parrot from the animated film Rio, has in common? The real animals of these famous cartoon characters are either extinct or endangered. Cute animals are popular for cartoon characters. Popular cartoons have given us hints on how to tell environmental issues in more interesting ways, and used them as our key creative strategy. We created an endangered animal park in VR and used real animal model characters from cartoons as our content. The 3D-made characters would tell about their lost homes due to environmental destruction, leading them to become endangered. Children were immersed when real animals of cartoon characters talked about the heavy environmental problems. From seeing the 5G VR, TV and YouTube commercials, children were sad about the cartoon characters dying and became concerned about the environmental issues.

The Outcome / Results (20% of vote)

[Korea's First 5G VR Environmental Education Textbook] Our goal was to give consumers meaningful experiences and create marketing issues through differentiated 5G content. In that sense, we have achieved the results of brand experience marketing that has never been achieved in Korea. The advertising content became a material for children's environmental education. School teachers who saw the advertisement wanted to show this content to children. Through a review by the school and the Seoul Metropolitan Government, the content was selected as children's environmental education material and session was held in an actual classroom. It was the first time that advertising materials were used for students' education in Korea. Educational institutions that disliked commerciality have recognized the educational value of our 'Lost Animal Park' content. This led to successful marketing, with nearly all of the nation's public broadcasters, KBS, EBS, SBS, YTN and OBS reporting on our campaign.

Please tell us how the brand purpose inspired the work

In Korea, the world's first commercialization of 5G, fierce 5G marketing competition is in progress. Competitors talk about the future of 5G, but like our brand's slogan, “change daily life with 5G,” we wanted to change the customer's daily life, not far apart future. The topic of the meaningful experience we chose was "Environmental Issues", which was a global concern. In Korea, many people suffer from fine dust every year. However, the reality of Korea is that there is little discussion about why these problems occur and how we should protect the environment. So we wanted to use 5G technology to create content that would allow children, future owners, to sympathize with environmental issues. But like words like “carbon emissions”, environmental problems are difficult and was not a concern to many. Our strategic approach was to find ways to talk about environmental issues in interesting ways.

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