|Title||A HOUSE NEVER SLEEPS|
|Product / Service||KCC CONSTRUCTION|
|Category||G07. Corporate Purpose & Social Responsibility|
|Entrant||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Media Placement||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|PR||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Sehee Kim||Innocean Worldwide||creative director|
|SAI HEE WON||Innocean Worldwide||copywriting|
|Hae Lin Jeon||Innocean Worldwide||art directing|
|CHUL YUM||INNOCEAN WORLDWIDE||AE|
|Jung A Kim||INNOCEAN WORLDWIDE||ECD|
|Bae Seong Kim||INNOCEAN WORLDWIDE||producer|
|Seon Jeong Min||INNOCEAN WORLDWIDE||AE|
|Bitnawa Yu||INNOCEAN WORLDWIDE||AE|
|Yoon Soo Park||INNOCEAN WORLDWIDE||AE|
KCC, Korea's leading apartment construction company, conducted a campaign to remodel the security office in the apartment. By allowing targeted people to experience real-life changes not limited to a just video campaign, it was possible to effectively enhance KCC construction's brand activism to consumers.
Recently, in Korea, the security guard’s committing suicide who suffered from poor working conditions has become a social problem. 70% of Koreans are living in apartments. All apartments have a residing security guard working 24/7 and most of them are in charge of all sorts of chores in poor spaces with low wages and no air conditioning and heating facilities. In short, they are like a modern version of servants. KCC, Korea's No. 1 apartment construction company, tried to solve this problem. Instead of building a new apartment for residents, they planned to build a new space for security guards; remodeling a security office project. This project improved the treatment of security guards and also helped to boost brand royalties and preference for KCC by allowing consumers to experience the remodeled security office in person.
Most Korean construction companies prefer to build luxurious new apartments for residents. While these companies are putting so much effort into the luxurious new apartment’s promotion, KCC instead launched a campaign to build a new space for residing security guards within the apartment community. Indeed, the entire process from the beginning to the end was captured and went live on Youtube and TV so that the public can observe the changes by themselves.
We had two different approaches for internal and potential customers. Internal customers are residents living in an actual apartment. Allowing them to experience the remodeled security office in person in their daily life, this campaign leads them to have more brand loyalty towards their apartment than before. Potential customers have aged between 30 and 49 housewives will need to make decisions to purchase their apartments. In order to attract this potential targets, KCC set them as major media targets for their TV communication. In order to expend contents within Digital platform, we operated media targets with ages between 25 and 65 men and women.
All of the old security offices that are more than 30 years old across Korea were found and targeted for remodeling. Then before we enter into construction, we conducted interviews in person with the actual working security guards to explore their working environment and possible improvements. It was executed with the most efficient interior design by professional architectural planners enabling the elderly security guards to work comfortably for a long time in their offices. We removed everything corroded and contaminated from walls, floors, and ceilings, and replaced all furniture from kitchens, toilets, air conditioners, refrigerators, closets, and desks. A signboard was designed and installed to enhance the professional status of security guards. A total of 50 security offices were remodeled from June 2021 to December 2012.
- The number of views on YouTube. - 33,198,735 times (70% of the Korean population). - Introduced to Korea's leading media as a successful campaign to improve the treatment of security workers. - Winning the 2021 Successful Campaign Best Award from the Korean government. - Contributes to the enactment of the Act on the Improvement of Treatment of Apartment Security Workers. - Positive perception of KCC E&C after watching the commercial. - 88.6%. * Source: Advertising Effectiveness Survey_ 800 married men and women aged 30 to 49 (Those willing to purchase apartments within the next 3 years)
KCC E&C has been conducting campaigns for 11 years with a different philosophy than other apartment brands in Korea. The KCC brand's goal is to make consumers enhance the essential value of the apartment and the essential meaning of "home" instead of the external value of the apartment. Inspired by this, we were able to reach an agreement to build a new space for security guards managing apartments instead of building luxury apartments for residents, and to materialize the KCC brand philosophy of building warm homes for everyone.