MASK ID

Short List
TitleMASK ID
BrandDAL.KOMM
Product / ServiceMASK ID
CategoryA06. Innovative use of Technology
EntrantINNOCEAN 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

Credits

Name Company Position
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

Background

The risk of COVID-19 infection is far more dangerous indoors compared to outdoors. However, while dining in cafes or restaurants, it is easy to take off the masks(only 12% wear masks in cafes), causing the cafes in Korea to become the epicenter of COVID-19 group infections. As a result, Dal.Komm cafe, Korea’s leading cafe franchise, faced a 40% decrease in sales since the beginning of the pandemic. Thus, Dal.Komm developed a unique Wi-Fi connection system so that the visitors can voluntarily continue to wear masks while staying in cafes.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

- 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. - 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.

List the results

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.

Links

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