Sustainable Development Goals > Prosperity
INNOCEAN WORLDWIDE, Seoul / KCC E&C / 2022
Overview
Credits
Background
The KCC E&C brand's goal is to make consumers enhance the essential value of the apartment and the essential meaning of "home" instead of the external value of the apartment.
Recently, in Korea, the security guard’s committing suicide who suffered from poor working conditions has become a social problem.
70% of Koreans are living in apartments.
All apartments have a residing security guard working 24/7 and most of them are in charge of all sorts of chores in poor spaces with low wages and no air conditioning and heating facilities. In short, they are like a modern version of servants.
KCC E&C, Korea's No. 1 apartment construction company, tried to solve this problem.
Instead of building a new apartment for residents, they planned to build a new space for security guards; remodeling a security office project.
This
Describe the cultural / social / political climate and the significance of the work within this context
Recently, in Korea, the security guard’s committing suicide who suffered from poor working conditions has become a social problem.
70% of Koreans are living in apartments.
All apartments have a residing security guard working 24/7 and most of them are in charge of all sorts of chores in poor spaces with low wages and no air conditioning and heating facilities. In short, they are like a modern version of servants.
Describe the creative idea
Most Korean construction companies prefer to build luxurious new apartments for residents.
While these companies are putting so much effort into the luxurious new apartment’s promotion,
KCC E&C instead launched a campaign to build a new space for residing security guards within the apartment community. Indeed, the entire process from the beginning to the end was captured and went live on Youtube and TV so that the public can observe the changes by themselves.
Describe the strategy
Most Korean construction companies prefer to build luxurious new apartments for residents.
While these companies are putting so much effort into the luxurious new apartment’s promotion,
KCC E&C instead launched a campaign to build a new space for residing security guards within the apartment community. Indeed, the entire process from the beginning to the end was captured and went live on Youtube and TV so that the public can observe the changes by themselves.
Describe the execution
All of the old security offices that are more than 30 years old across Korea were found and targeted for remodeling. Then before we enter into construction, we conducted interviews in person with the actual working security guards to explore their working environment and possible improvements. It was executed with the most efficient interior design by professional architectural planners enabling the elderly security guards to work comfortably for a long time in their offices.
We removed everything corroded and contaminated from walls, floors, and ceilings, and replaced all furniture from kitchens, toilets, air conditioners, refrigerators, closets, and desks. A signboard was designed and installed to enhance the professional status of security guards. A total of 50 security offices were remodeled from June 2021 to December 2012.
Describe the results / impact
- The number of views on YouTube. - 33,198,735 times (70% of the Korean population).
- Introduced to Korea's leading media as a successful campaign to improve the treatment of security workers.
- Winning the 2021 Successful Campaign Best Award from the Korean government.
- Contributes to the enactment of the Act on the Improvement of Treatment of Apartment Security Workers.
- Positive perception of KCC E&C E&C after watching the commercial. - 88.6%.
* Source: Advertising Effectiveness Survey_ 800 married men and women aged 30 to 49 (Those willing to purchase apartments within the next 3 years)
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