HYUNDAI : I'M DOGNOR CAMPAIGN

Short List
TitleHYUNDAI : I'M DOGNOR CAMPAIGN
BrandHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI MOTOR COMPANY
CategoryA03. Durable Consumer Goods including Automotive
EntrantHYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production WALKING IN MIND Seoul, SOUTH KOREA

Credits

Name Company Position
Jung a KIM Innocean Worldwide Chief Creative Officer
Geum byul BAE Innocean Worldwide Executive Creative Director
Seung hee HONG Innocean Worldwide Copywriter
Min woo JANG Innocean Worldwide Copywriter
Kang min KIM Innocean Worldwide Art Director
Cho a KIM Innocean Worldwide Art Director
Woo Seok Choi INNOCEAN Worldwide Account Director
Jin won LEE INNOCEAN Worldwide Account Manager
Jung sup SONG INNOCEAN Worldwide Account Executive
In hwan LEE INNOCEAN Worldwide Account Executive
Byung kyu CHUN INNOCEAN Worldwide Account Executive
Ju won PARK INNOCEAN Worldwide Account Executive
Ha rim LEE walking in mind Executive Producer
SEONGJAE YOU Sonyeon Account Director

Why is this work relevant for PR?

'The most Beloved Brand' Beyond Just automobile company, Becoming a brand that is loved through the social role of a company that customer's empathy and expectation.

Background

Background ▶ Blood transfusions are necessary even for the dog population of 10 million. As with humans, pet dogs need blood transfusions in emergencies, but in Korea, they respond to pet dog transfusions by raising 300 or more rely on 'blood slave dogs'. Recently, the raising ethical issue of 'blood slave dogs' and raising awareness that the need for donation of pet dogs is increasing Problem ▶ Insufficient base hospital / donation center to donate dogs Since there are only a few hospitals that can donate dogs to the metropolitan area, in the case of local dogs, participation in blood donation is a big burden. Solution ▶ Create a moving dog blood donation hospital [DOGNOR Blood Donation Car] , and offered blood donation opportunities to dogs who wish to donate dogs in all regions of Korea.

Describe the creative idea (20% of vote)

We created “I'm DOgNOR” ads to promote the donation with the impressions that real blood donors would appear. ▶DOgNOR = dog + donor It delivered a key message saying, "If 3,600 large dogs donate blood once a year, they no longer need to donate blood."

Describe the PR strategy (30% of vote)

TARGET AUDIENCE ▶ Customers for 10 million dogs who consider as part of a family, who have interested in pet lives and who are about to be. Background ▶ Blood transfusions are necessary even for the dog population of 10 million. As with humans, pet dogs need blood transfusions in emergencies, but in Korea, they respond to pet dog transfusions by raising 300 or more rely on 'blood slave dogs'. Recently, the raising ethical issue of 'blood slave dogs' and raising awareness that the need for donation of pet dogs is increasing Problem ▶ Insufficient base hospital / donation center to donate dogs Solution ▶ Create a moving dog blood donation hospital [DOGNOR Blood Donation Car] , and offered blood donation opportunities to dogs who wish to donate

Describe the PR execution (20% of vote)

1.April-October 2019, Co-develop special vehicles for dog blood donation. -Development of blood donation car in collaboration with social experts in the relevant fields such as Korea Canine Blood Donation Association and veterinary medicine of Konkuk University -6 months of production and development, building blood collection chamber and blood analysis room in the vehicle 2. July-September 2019, Build platform for participation / application / response. -Participation application for large dogs, and campaign support opportunities for other dog owners and the public -Support message writing and spread/propagation channel 3. September-December 2019 & February-March 2020, campaign video production / operation to encourage participation. 4. October-December 2019 & March-Jun 2020, donation tour. -5 veterinarians and 4 guides dispatched to 12 locations nationwide -11 regions including Seoul, Chuncheon, Incheon, Suwon, Goyang, Icheon, Cheongju, Daejeon, Jeonju, Busan, Daegu 5. October-December 2019 & March-Jun 2020, issued Donor certificate for blood donor dog, posted Hall of Fame.

List the results (30% of vote)

▶Increased participation in dog donation / Securing base hospitals to participate in dog donation - Blood donation dogs increased 1250% : 60 blood donor dogs nationwide applied for 750 dogs for 2 months : 2,800 pet dogs have precious blood to save lives - 300% expansion of pet blood donation hospitals : Pet dog blood donation hospitals were limited to 2 metropolitan areas spread nationwide. after the campaign stated, hospitals participated in all regional bases nationwide. - More than 20,000 cases of search results related to brand and blood donation increased by 100 times -Revitalize social awareness of companion dog blood donation and form friendly opinions for Hyundai Motor Company : "I love Hyundai Motors, a leader in companion animal culture." : "Large-sized dogs are so daring. Hyundai Motor Company that conducts this campaign deserves praise."

Links
Website URL