|Product / Service||MASK ID|
|Category||A05. Brand Strategy & Experience|
|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|
|Production||PLANIT PRODUCTION Seoul, SOUTH KOREA|
|Production 2||PRODUCTION KEZR Seoul, SOUTH KOREA|
|Post Production||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Jung A Kim||Innocean Worldwide||Chief Creative Officer|
|Nari Moon||Innocean Worldwide||Art Director|
|Ha Yong Jung||Innocean Worldwide||Art Director|
|Doyu Yang||Innocean Worldwide||Copywriter|
|Seung Ha Rhee||Innocean Worldwide||Copywriter|
|Hye-dong Roh||Innocean Worldwide||Creative Technologist|
|Honam Kim||Innocean Worldwide||Creative Technologist|
|Seonhwa Hwang||Innocean Worldwide||Creative Technologist|
|Bae-Sung Kim||Innocean Worldwide||Agency Producer|
|Yujin Nam||Innocean Worldwide||Communications Manager|
|MinGyeong Kim||Innocean Worldwide||Digital Media Planner|
|Hayoung Chang||Innocean Worldwide||Creative Team|
|Dahoon Son||Innocean Worldwide||Creative Team|
|Young Hwi Seo||Planit Production.||Producer|
|Sangil Kim||Production KEZR||Director|
|Sang hyeok Kim||Production KEZR||1st A. Director|
|Jeong yeon Ko||Production KEZR||2nd A. Director|
|Hee young Jang||Production KEZR||3rd A. Director|
|Hye ryeong Song||Production KEZR||A. Director Department|
|Ik hyeon Kim||Production KEZR||A. Director Department|
|Junho EOM||Production KEZR||Director of Photography|
|Dong soon Park||Production KEZR||Gaffer|
We observed that most cafe visitors in Korea immediately connect to the cafe’s free Wi-Fi when entering a cafe. Keeping this in mind, we developed a unique Mask ID system that lets visitors connect to free Wi-Fi once they verify that they are wearing masks with their smart devices. Mask ID can verify faces wearing masks regardless of age and gender. Using machine-learning technology to learn the variety of all mask designs, sizes and colors on the market, we increased the mask recognition rate by 90%.
The risk of COVID-19 infection is far more dangerous indoors compared to outdoors. However, despite Korea’s Ministry of Health and Welfare making mask usage mandatory to prevent the spread of COVID-19, it is still easy to forget to wear masks while dining in cafes and restaurants. (only 12% wear masks in cafes) In Korea, cafes became the new trigger of COVID-19 outbreaks due to unworn masks in cafes, causing Dal.Komm, Korea’s leading cafe franchise, to face 40% decrease in sales profit. Thus, Dal.Komm developed a unique Wi-Fi connection system so that the visitors can voluntarily continue to wear masks while staying in cafes.
In Korea, when most visitors enter the cafe, they immediately connect to the free Wi-Fi provided by the cafe. With this observation in mind, we encouraged people to verify that they are wearing masks with their mobile devices to connect to the free Wi-Fi. Additionally, after an hour from verification, visitors are reminded to wear their masks for a long duration through a reauthorization process.
- Mask ID Development Period: December 2020 ~ January 2021 - Total Cost $40,000 to Establish System - February 2021, Campaign launched in Gangnam branch of Dal.Komm, Korea’s leading cafe franchise. (As of February 20th 2021) - March 12, Campaign introduced as ‘Wi-Fi Idea Protecting Against COVID-19’ by Korea’s major national press, JoongAng Daily. - April 9, Campaign featured by press company YTN.
Mask ID is a web-based Wi-Fi connection system that allows Dal.Komm’s free Wi-Fi usage when users verify mask-wearing with cameras from their mobile devices. With facial recognition technology, the Mask ID system recognizes faces wearing masks regardless of age and gender. The recognition accuracy is increased by 90% through using machine-learning technology to learn all the mask sizes, designs, and color variations from the market. The verification process itself is simple. Once you select Mask ID on the Wi-Fi menu, verify that you are wearing a mask with your mobile camera to use free Wi-Fi for an hour in Dal.Komm.
1. 99% Indoor mask-wearing rate after the campaign 2. 18,346 Cumulative Mask ID users 3. 0 Cases of infection in the cafe during the campaign 4. 120% Sales turnaround after campaign 5. Introduced to Korea’s leading media company(JoongAng Daily and YTN) as the most leading nudge idea to prevent the spread of COVID-19 With the help of Mask ID, Dal.Komm was able to be known as a cafe that most proactively responded to COVID-19. Dal.Komm will collaborate with the Ministry of Health and Welfare to expand its Mask ID campaign to public transportation, restaurants, and libraries.