Category: Charities
Advertiser: KELLOGG
Product/Service: SPECIAL K
Agency: JWT KOREA
Creative Director: Minjung Kim (JWT Korea)
Senior Art Director: Gihae Nam (JWT Korea)
Producer: Jaejin Kim (JWT Korea)
Copywriter: Jungmin Ha (JWT Korea)
Copywriter: Saerom Song (JWT Korea)
Account Supervisor: Sunny Kwon (JWT Korea)
Account Executive: Inna Woo (JWT Korea)
Account Executive: Hanna Choi (JWT Korea)
Executive Creative Director: Gyuyong Oh (JWT Korea)
Executive Creative Director: Suhong You (JWT Korea)
Media placement: Poster - Universities, CVS - 28. Jan 2012
Media placement: Jean Donation Box - 18 Palces - 28. Jan 2012
Media placement: Newspaper - Nocut Daily - 2 Feb 2012
Describe the objective of the promotion.
3 years after the brand launching, the No.1 sales in Korea! The communication of Special K has been successful until now. However, recent appearance of me-too brands started to threaten the No. 1 leading spot, so we planned the campaign which only No. 1 brand can say. Through ‘Drop your jeans’ campaign which provides women to show even inner beauty, we intended to strengthen the originality, differentiate from me-too brands, strengthen the brand loyalty and increase the sales rate. As our objective became clear, we started put our plans into action.
Describe how the promotion developed from concept to implementation.
We decided to provide women a chance to become beautiful even on the inside while achieving beautiful body through Special K. And, with the start of participation, we deployed the campaign around downtown Seoul for everyone to see what we’re doing.
We installed jeans donation boxes in 18 places around Seoul downtown such as bus shelter, women’s universities, and next to apartment recycling bins for women to donate their jeans after they achieved beautiful body through Special K. Simultaneously, we put up posters which announced the start of campaign around downtown.
(Poster) DROP YOUR SIZE, DROP YOUR JEANS – Special K
Explain why the method of promotion was most relevant to the product or service.
The jeans represent Special K which was used as ad material in SPK TVC for 3 years in Korea. The campaign, as well, was initiated with the consumer insight towards the jeans: the fact that jeans are the barometer which measures the body line for Korean women! Through this research, we learned that woman in Korea own 9 pairs of jeans on average. Being a sponsor for women to donate their jeans while achieving their beautiful body – This is the core of the Special K Jeans Donation Box Campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign deployed for 2 weeks at 18 places around Seoul. After the campaign, the collected jeans totalled 2,300! All of these donated jeans were donated to third world countries through the‘Clothes Can’ foundation.
The participation rate to this campaign gradually increased after participants uploading to YouTube, hundreds of personal blog, thousands of Facebook and Twitter about this campaign including 3 news articles. In result, we researched the brand loyalty, and found out that the purchase rate increased from 57% to 66% and repurchasing rate from 74% to 78%.