In South Korea, double parking is a widespread issue, causing anger, missed appointments, and emotional stress. From 2019 to 2021, around 4,700 accidents were linked to illegal parking due to limited spaces. Complaints related to illegal parking on private property surged from 8,450 cases in 2010 to 3.14 million cases in 2020.

Pluglink is a company that installs EV chargers within apartment complexes. However, many communities of domestic apartments in South Korea have drastically opposed increasing dedicated spaces for EV users due to severe parking space shortages. Since for the brand, it was crucial to alleviate conflicts and stress among residents caused by parking space issues in order to foster a positive perception of EV adoption, Pluglink tackled the Double Parking issue, and successfully created more parking spaces.

"The campaign garnered extensive media coverage, with the brand film amassing over 4.5 million views on across all platforms. The promoted content on Instagram and Twitter reached 173,664 impressions and 1.4 million views, respectively. Collaborations with three YouTubers generated over 1.1 million views. The organic and paid viral promotions on online blogging platforms resulted in over 136,000 views. The earned media value of more than $400,000 made Park o’Clock the biggest PR campaign in the brand’s history.

Target Audience: The campaign successfully increased brand awareness by 60% across Korea. The Park o'Clock concept was well-received, with more than 5000 requests received for the initial production run of 2000 units and over 30,000 interactions. Viewers consistently found the clock a fun and inventive way to address a real problem.

Business Outcomes: Search volume for Pluglink on NAVER (Korea's most popular search engine) grew by an average of 690% between

"Understanding the cultural context of South Korea is essential to appreciate the impact of the Park o'Clock campaign. In dense urban centers, double parking has become a common yet frustrating issue. Korean drivers often display their contact numbers on the windshield, allowing other drivers to call them if they've been blocked by double parking. However, this system is not foolproof, as some drivers may be unreachable, leading to delays and increased stress.

South Koreans value respect and cooperation, which are integral to maintaining social harmony. The Park o'Clock campaign resonated with the public by addressing these cultural values, offering a practical solution that facilitates better communication and understanding among drivers. By acknowledging and addressing these deeply rooted cultural norms and behaviors, the Park o'Clock campaign was perceived as a thoughtful and considerate approach to solving a ubiquitous problem that affects the daily lives of millions in South Korea.

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"Park O' Clock" extended beyond conventional channels. An actual apartment complex was enlisted as a distribution point for Park O' Clock, effectively addressing the issue of Double Parking. The distributed Park O' Clock units not only functioned as an innovative outdoor advertising medium for the brand but also provided a practical solution to the Double Parking issue for both EV and Non EV users. Complementing this, a video explaining the rationale behind the campaign design and execution reached a secondary audience, enhancing the overall impact of the initiative.