| PIAF, 2016 | ||
|---|---|---|
| Creative Use Of Technologies | - | Bronze |
| Facebook Awards 2016 | ||
| APAC Regional Winners | Innovation | The Winners |
Nomination: Creative Use Of Technologies
Awards: Bronze
Agency: THE CREAMUNION
Client: AIA Life Korea
Executive Creative Director: Big Choi (The Creamunion)
Creative Director: Jae Ki Lee (The Creamunion)
Art Director/Technical Direction: Soo In Yang (The Creamunion)
Art Director/Media Artist: Kayip Lee (The Creamunion)
Art Director/Ui Direction: Min Ho Shin (The Creamunion)
Chief Account Officer: Jeong Hoon Lee (The Creamunion)
Account Executive: Jeong Jae Lee (The Creamunion)
Account Executive: Sang Jin Bae (The Creamunion)
Account Executive: Chang Beom Kim (The Creamunion)
Copywriter: So Jeong Kim (The Creamunion)
Project Director: Su Ji Lee (The Creamunion)
Designer: Ha Na Lee (The Creamunion)
Designer: Eun Hye Lee (The Creamunion)
Technical Developer: Jong In Lee (Kaist(Korea Advanced Institute of Science and Technology))
Director of Photography: Jeong Hyeon Keum (Youve got pictures)
Executive Producer: Seug Gyum Kim (Youve got pictures)
Social Media Planning Director: Sang Hoon Lee (The Creamunion)
Features: Mobile News Feed, Video Ads
Languages: English (US), Korean
Objectives: Awareness, Preference
Tags: Financial Services, Asia Pacific, English (US), Korean, Mobile News Feed, Video Ads, Awareness, Preference, TV, Online
Campaign Description
We prepared an emotional branding campaign for customers who affiliate with the same values as AIA Life’s brand of helping and cheering others on so that their real lives never stop. We also applied this same idea for a mother with a speaking disability to fulfill her wish of singing happy birthday to her daughter.
Campaign Goals
We need a mobile platform to share the miracle experience of seeing, sharing and having conversation together. The voice donation by audience is also the most important point of the campaign so we select Facebook as the main platform to search the most similar voice with its targeting technology. We could reach to target audiences who have similar bio with the mother in very efficient way and the audiences could experience emotional & interesting contents on their newsfeed that made them apply and share the campaign.
Campaign Performance
The miracle and emotion brought about by approximately 10,017 users who contributed their voices spread all over the internet. A total of over 12.6 million unique views have been recorded on Youtube and Facebook alone, and the campaign has been covered on various broadcast channels and PR sites such as Fuji TV, PR Week, Campaign Asia, Branding in Asia, etc. With the impact of this campaign, top-of-mind awareness increased to 89% and brand awareness 14%.
The most important news of all however is that we are now getting ready to commercialize this sign language device to help those with speech and hearing impediments communicate with their loved ones.