Category

Award

2009 Direct & Sales Promotion

LISTEN

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ClientKOREA HEART FEDERATION
ProductHEART DISEASE CAMPAIGN
EntrantCREATIVIA Seoul, KOREA
Type of EntrySales Promotion
CategoryEvent and Field Marketing
TitleLISTEN
Product/ServiceHEART DISEASE CAMPAIGN
Entrant Company:CREATIVIA Seoul, KOREA
DM/Advertising Agency:CREATIVIA Seoul, KOREA
Credits
Name Company Position
In-suh Chung Creativia Executive Creative Director
Jae-ki Lee Creativia Creative Developer
Gun-woong Choi Creativia Art Director
Ji-hyun Lim Creativia Designer
Joo-ho Chung Creativia Copywriter
Il-jin Ko Creativia Copywriter
Sung-hyup Cho Creativia Promotion Manager
Sung-woo Lee Creativia Designer
Hanul Kim Creativia Music And Sound
Ignite Creativia Music And Sound
Seung-joon Choi Creative Commons Media Artist
Min-soo Shin Hall And Pool Media Artist
Mi-ran Park Design Hamm Architecture And Interior
Hyun-ah Yoon D.o.e.s Seoul Creative Director
Sang-jun Lee D.o.e.s Seoul Producer
Yong-hoon Joe D.o.e.s Seoul Motion Director
Shin-ae Kim D.o.e.s Seoul Action Scripter
Seung-yong Kang D.o.e.s Seoul Planner
Won-wook Lee D.o.e.s Seoul Graphic Designer

Describe the brief from the client:

The Korea Heart Federation (KHF)’s biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill.

Creative Execution:

The key success to KHF’s ‘Listen’ campaign was participation. The sound of a person’s heartbeat through the ‘Listen Device’ was digital content connecting on-line and off-line campaigns and used as ‘new-media’ enabling active participation. By relating music and art to our hearts, we were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart.

Describe the creative solution to the brief/objective.

Our concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, we developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to one’s own heartbeat. Then, we combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts.

Describe the results in as much detail as possible.

The ‘Listen’ campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced our campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participant’s heartbeats will be kept in the ‘Heart of Seoul’, Nam Mountain.