LOST ANIMAL PARK

TitleLOST ANIMAL PARK
BrandLG UPLUS
Product / ServiceVR CONTENTS
CategoryA06. Consumer Services / Business to Business
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 PR?

We wanted to change the daily lives of consumers meaningfully in line with the 5G brand slogan, ``Change daily life with 5G.'' The campaign we made became an issue and many broadcasters reported it voluntarily. For this goal, we needed to make our VR content used as environmental educational material in Korean elementary schools. The idea that cartoon characters are endangered and that these animals can talk about environmental issues in interesting way for children has been well received by teachers and the authorities. It was the first time that an advertising content was used as a textbook for children.

Background

Launching the 5G brand, we wanted to provide a meaningful experience to our customers. Perhaps the technology that took the lead in destroying the environment can now be used to help environmental problems. VR and AR, the core services of 5G, made something that cannot exist in reality. So we pondered whether we could have a positive impact on the world when we created something that was not real. What we chose was an environmental problem. We wanted children, our future generation to know that they could become the biggest victim of environmental problems. The question was how to tell interesting stories about difficult and boring environmental problems. We got the hint of this problem from a famous cartoon movies. Cute animals are popular for cartoon characters. In preparing for the campaign, we found that most of these characters are endangered animals. This interesting fact has been used with creative.

Describe 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

Describe the PR strategy (30% of vote)

In order to attract media attention by making it an educational material, we decided to talk about environmental issues with the mouths of cartoon character animals. The animals would tell their stories about how their homes were lost due to climate change or habitat destruction. In addition, we tried to give as many children the possible experience to hear our environmental message. We created Lost Animal Park in shopping mall for offline experience and increased channels of experience by turning the VR content into an actual pop-up book with a publisher. Then for online experience we told the story of extinct animals through TV and YouTube ads. Despite the content of the advertisement, the government approved the results to be used as an environmental education teacher for elementary schools, and educational and hands-on images were reported through numerous broadcast media.

Describe the PR execution (20% of vote)

We hoped the VR content would go beyond advertising material and become an environmental education textbook for Korean children. We collaborated with WWF to make it a good educational content beyond interest and created the content with the advice of many environmental groups and schools. We have created experience zones, pop-up books, TV and YouTube ads and many media outlets have shown interest in our marketing activities. Of the three Korean public broadcasters, SBS covered the Lost Animal Park. From this broadcast, we got the attention of many elementary school teachers. Teachers wanted to use our content as an environment education content. We consulted with the education officials of the government, including the Seoul Metropolitan Government, and with permission, we eventually used it as an environmental education materials for various elementary schools in the city. Korea's public broadcaster KBS conducted the broadcast under the theme of VR and environmental education.

List the results (30% of vote)

[Tier1] This content was selected as an environmental education material. It was the first time that creatives were used as educational materials for students in Korea. The broadcaster showed interest in such cases, and numerous newspapers and Korean public broadcasters, KBS, EBS, SBS, and Etc. reported. Korea's state-run KBS, TV news conveyed that LG Uplus is drawing the future of education using VR. SBS announced that the characters in the animation are extinct and endangered species, and interviewed people who experienced the VR contents in the offline zone. EBS, Korea's educational broadcast, broadcasted our campaign from a perspective of a new environmental education. [Tier2] The ads on the YouTube channel had more than 450 comments, mostly children's comments, and they also wrote their promises to protect the environment in the future. "I only played games with VR. Didn’t know about these endangered animal. Sorry guys” "When I was young, I really enjoyed the movie Rio. I didn’t know they were extinct in the wild!" [Tier3: 5G Market Share Lead] From the Brand Lift Survey, which sees efficiency through YouTube ads, it showed increase in purchase consideration by 11.5%, compared to the control group that was not exposed to ads. The brand favorability was more effective than the previous ads, which only showed slight increase. At the beginning of 2020, 5G subscribers showed a 5% higher market share (SKT 44%, KT 30%, LGU + 25%) than previous figures (SKT 50%, KT 30%, LGU + 20%).

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