Why is this work relevant for Brand Experience & Activation?

Saving standby power can reduce a huge amount of carbon. So we made the KeeB card that easily cuts off standby power. The seriousness of standby power waste and the effect of the KeeB card were conveyed through the target-oriented media. Those who received the KeeB card can easily save standby power.

Background

The climate crisis is getting worse. To overcome it, carbon neutrality should be practiced in everyday life.  That's why KB card paid attention to the waste of standby power. To generate electricity for millions of households, a huge amount of carbon is being emitted from power plants. And 11% of household power consumption is standby power. Simply put, if we just lower the standby power, we can reduce a huge amount of carbon. So, we made a very special card that It helps easily save the standby power.

Describe the creative idea (20% of vote)

It’s a card that allows you to turn on and off the stanby power in the house at once. The technology is simple. The cardholder is connected to the smart plug by Zigbee wireless networking, so when you insert the card into it, the power is turned on. And when you remove the card, the power is turned off. The KeeB card was packaged with a cardholder and delivered to people. People easily installed KeeB cards in their homes and could save the wasted standby power with just one card.

Describe the strategy (20% of vote)

Informing the seriousness of carbon emissions due to standby power and practicing carbon zero by turning off standby power through the KeeB card. We created the experience zones in online and offline such as subway stations, hotels, YouTube and website where MZs gather,. And we delivered the campaign message. We made the innovative KeeB card and delivered it to many families. And we informed the effect of the KeeB card through the targeted media. The KeeB card, which can easily turn on/off wasted standby power at home, gave people a surprise of convenience with the card. The number of single-person households is increasing in Korea. The standby power consumption of single-person households was high. Reflecting the 'room decoration' trend, The KeeB card was made in the form of a hotel key card. The single-person household targets showed an explosive reaction to the KeeB card in the hotel's mood.

Describe the execution (30% of vote)

The KeeB card, which can easily turn on/off wasted standby power at home, gave people a surprise of convenience with the card. We made people experience the seriousness of standby power and the KeeB card through video, outdoors, and hotels, and delivered the KeeB card to their home.

List the results (30% of vote)

We created the experience zones in online and offline such as subway stations, hotels, YouTube and website where MZs gather,. And we allowed them to apply for KeeB card in that space Through various media, we informed the problem of carbon emissions by wasting standby power. By encouraging many people to use the KeeB card, they reduced their carbon emissions by 28,900 kg in one month of the campaign. Even now, carbon emissions are decreasing due to the KeeB card, and the effect of the card will be greater after years.