When you want to induce
a behavioral change in targets
through a shift in brand perception
When you want to induce
a behavioral change in targets
through a shift in brand perception
Anti-Smoking Campaign:
NoDam Members
The anti-smoking campaign, initiated in 2020, achieved significant success in reducing youth smoking rates to an all-time low of 4.4%. However, a critical moment existed when the restrained youth smoking rates could surge, precisely when transitioning from adolescence to adulthood. The smoking rate among adult males was 34%, a stark increase of 28% compared to the 6% among adolescent males.
The challenge was to understand why smoking rates explosively increased when individuals became adults. Many adolescents perceived smoking as a "choice" issue when entering adulthood. The temptation to smoke intensified as they became adults, and the primary justification for not smoking, "adolescents should not smoke," diminished. The goal was to create a campaign that empowered adolescents to choose non-smoking even as adults, maintaining the resistance to smoking developed during their youth.
BAEMIN
X NEOGURI
In 2019, when BAEMIN B-Mart was first launched, it positioned itself as the "era of small-quantity quick delivery," emphasizing the advantage of consumers being able to receive products they need promptly. Many people were attracted to this convenience, leading to the initial rapid growth of B-Mart.
However, over time, the growth rate began to slow down. Consumers used B-Mart mainly for urgently needed or small-quantity items, while opting for other online platforms for comprehensive grocery shopping. The goal was to change this perception among consumers and establish B-Mart as a leading player in grocery shopping.
Jadam Chicken
Jadam Chicken, among over 470 chicken brands in Korea, is the only one consistently emphasizing the use of "animal welfare chickens" as premium welfare chicken since 2019. However, the unique aspect of Jadam Chicken "animal welfare chickens" was not easily connecting with consumers who primarily choose chicken based on "taste." The challenge for this campaign was to create anticipation for the "taste" associated with "animal welfare chickens" from Jadam Chicken.
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