Cannes Lions

A GUIDE DOG’S HOPE

TBWA\KOREA, Seoul / STANDARD CHARTERED / 2015

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Overview

Entries

Credits

Overview

Description

Audio Library Project is Standard Chartered Korea’s Corporate Social Responsibility platform that allows general people to participate, by donating their voices.

In the fourth season, the budget has been reduced to one third, but we need to maintain the general people’s participation platform, to persuade hostile people that SC is here for good.

To persuade hostile people to participate, we chose a guide dog as a spoke-dog for our campaign, demonstrating that visually challenged people can go anywhere they want with subsidies, but that they still need your voice to explain what they are seeing.

With the spoke-dog, the project succeeded, about 10,000 people participated in voice donation audition, we created 100 descriptive cultural heritages in Seoul City with general people’s voices, and donated audio contents in GPS audio guide format to Seoul City for visually challenged to listen to the cultural heritage when s/he is in the location.

Moreover, there was a dramatic transformation of images from negative to positive among the participants throughout the project.

Execution

1) A guide dog’s story film had launched in online channels, Campaign Site and Youtube

2) Invited the general public who watched the film and responded to the offline audition where professional voice actors evaluate

3) Those who selected donated their voices on describing cultural heritages

4) Audio contents to donate to Seoul City for the visually challenged to listen to while they walk around the cultural heritage in Seoul City

Outcome

- Youtube views: 461,147

- Total views: 703,016

- 12,804 people experienced voice donation online

- about 10,000 people visited audition

- 3,871 people participated in voice audition

- Dramatic increase of positive image of SCB among the participants

Positive: 32.8% - 51.15%

Very Positive: 8.3% - 30.4%

- PR value: USD 4,634,672

- No. of articles: 571

- 100s of descriptive cultural heritages in Seoul City in audio format with general public’s voices

- Donated audio contents in GPS audio guide format to Seoul City, for visually challenged to listen to the explanation around them in the location

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