Why is this work relevant for PR?

Gompyo merchandise has the power to move people. So, we decided to use this power in a better way. The campaign objective is to make the mountain clean by allowing people to pick up trash naturally as they hike high mountains to get the Gompyo Merchandise.

Background

Gompyo is the hottest brand in Korea in 2021. Though it’s a flour brand with a 70-year history, it has made various brand merchandise to communicate with the younger generation. The response from consumers has been enthusiastic. Each new merchandise was sold out. People wandered the stores to look for it, and did not hesitate to stand in line for hours. The Gompyo merchandise was moving people, and we decided to use this power of the Gompyo goods in a good way.

Describe the creative idea (20% of vote)

We opened a special pop-up store at the top of the mountain on 300 meters above sea level, with the popular Gompyo brand merchandise. We named it “Gompyo Plogging House”. In order to get the merchandise, you have to hike the mountain for over an hour and pick up the trash around the mountain. Because you can only exchange trash picked up from the mountain for it. First, receive a dedicated bag at the entrance of the mountain, pick up trash while hiking, and had them exchanged it to the merchandise what you want at the store of the top.

Describe the PR strategy (30% of vote)

People who are enthusiastic about Gompyo merchandise go around several stores to look for Gompyo wheat beer. And they waits for hours at the shopping malls to get Gompyo jackets. They go anywhere and are willing to spare time and effort to get popular Gompyo merchandise. On November 1, 2021, we opened a pop-up store at the top of Soraesan Mountain, on 300 meters above sea level. Participants received a dedicated bag from the entrance of the mountain, picked up trash while hiking for an hour, and exchanged trash for merchandise at the top. It opened at 2 p.m. and all the merchandise prepared was exchanged in three hours.

Describe the PR execution (20% of vote)

To get Gompyo merchandise, First, receive a dedicated bag from the entrance of the mountain. While hiking, you should pick up trash and put it in the bag. And select the merchandise you want from the Plogging House at the top. Then exchange the trash you collect for it.

List the results (30% of vote)

Many people had visited the mountain and had been hiking for over an hour and picking up trash. All the merchandise prepared in 3 hours was exchanged for trash, and the mountain became cleaner. We achieved the 100% of the campaign goal to move people for the planet with the Gompyo merchandise.

Please tell us how the brand purpose inspired the work

Though it’s a flour brand with a 70-year history, it has made various brand merchandise to communicate with the younger generation. The response from consumers has been enthusiastic. Each new merchandise was sold out. People wandered the stores to look for it. And they did not hesitate to stand in line for hours.