AWARDS :

BRONZE

SUB CATEGORY :

BEST USE OF MOBILE

COMPANY ENTERING :

CHEIL WORLDWIDE, SEOUL

ENTRY TITLE :

SOUTH KOREAN-NORTH KOREAN TRANSLATOR

BRAND :

DREAM TOUCH FOR ALL

ADVERTISER :

DREAM TOUCH FOR ALL

AGENCY :

CHEIL WORLDWIDE, SEOUL

CHIEF CREATIVE OFFICER :

JEONGKEUN YOO

EXECUTIVE CREATIVE DIRECTOR :

JAEYOUNG CHOI

CREATIVE DIRECTOR :

MISU YI/YOUNA CHUNG

COPYWRITER :

MISU YI

ART DIRECTOR :

YOUNA CHUNG

APP. ILLUSTRATOR :

SUNGMIN JEE

ACCOUNT DIRECTOR :

JONGCHUL JANG

ACCOUNT MANAGER :

YOUNGDEOK YOON/JU YOUNG WEBER

AGENCY PRODUCER :

KYOUNGTAK OH

CORPORATE CITIZENSHIP DIRECTOR :

KYUSIK PARK

CORPORATE CITIZENSHIP MANAGER :

JAEHEE SHIM/JIEUN CHANG

FILM PRODUCTION COMPANY :

OH BROTHERS, SEOUL

DIRECTOR :

SUNGROK CHO

PHOTOGRAPHER 2 :

MYEUNSOO PARK

URL :

https://www.youtube.com/watch?v=ym3HnjBxPsw

THE BRIEF :

YOUNG NORTH KOREAN DEFECTORS FIND IT DIFFICULT TO UNDERSTAND SOUTH KOREAN TEXTBOOKS DUE TO THE LINGUISTIC DIFFERENCES. BEING NEGLECTED BY THE EDUCATIONAL SYSTEM, THEY ARE ALSO OFTEN DOOMED TO BE NEGLECTED FROM JOB OPPORTUNITIES WITH DESCENT INCOME. (THE UNEMPLOYMENT RATE OF NORTH KOREAN DEFECTORS IN THEIR 20’S IS 3.5 TIMES HIGHER THAN THE SOUTH KOREAN NATIVES.) WE WANTED TO HELP YOUNG DEFECTORS ADAPT WELL AND BRING OUT THEIR POTENTIALS. WE ALSO AIMED TO MAKE SOUTH KOREANS AWARE BY SHOWING THE LINGUISTIC BARRIER BETWEEN TWO KOREAS.

THE STRATEGY :

IN ORDER FOR YOUNG NORTH KOREANS TO SETTLE WELL IN THE SOUTH KOREAN SOCIETY, WE BELIEVED THAT DIRECTLY HELPING THEM SHOULD COME SIMULTANEOUSLY WITH IMPROVING PEOPLE’S PERCEPTION TOWARDS THEM. BY CREATING THE TRANSLATOR APP, WHICH OFFERS A SERVICE THAT IS AVAILABLE NOWHERE ELSE, NOT EVEN ON GOOGLE TRANSLATE, WE AIMED TO PROVIDE SUBSTANTIAL HELP IN THEIR STUDIES, WHILE ALSO DRAWING PEOPLE’S ATTENTION TO THE SERIOUSNESS OF LINGUISTIC DIFFICULTIES THEY FACE HERE.

THE EXECUTION :

CONTACTING YOUNG NORTH KOREANS THROUGH MASS MEDIA WAS NEARLY IMPOSSIBLE. SO WE LAUNCHED THE APP AT THE ANDROID MARKET ON MARCH 18 AND AT APPLE STORE ON APRIL 21. BECAUSE THE TRANSLATOR ITSELF SIGNIFIED AN UNFORTUNATE HISTORY OF THE TWO KOREAS, VARIOUS NEWS MEDIA ACTIVELY FEATURED THE APP. AFTER THAT, WE UPLOADED A FILM ON YOUNG NORTH KOREAN DEFECTORS HAVING A HARD TIME ADJUSTING AND HOW OUR TRANSLATOR HELPED ON YOUTUBE.

THE RESULT :

THERE ARE ABOUT 2,183 YOUNG NORTH KOREAN DEFECTORS LIVING IN SOUTH KOREA. DURING THE FIRST 3 WEEKS OF LAUNCHING, THE APP WAS DOWNLOADED ABOUT 2,000 TIMES. EVEN MORE MEANINGFUL WAS HOW MANY SOUTH KOREANS DOWNLOADED IT TOO. THE NUMBER OF THE ACTUAL APP USERS WAS NOT SIGNIFICANT BUT THE VERY EXISTENCE OF THE TRANSLATOR TRANSLATING KOREAN INTO KOREAN DREW PEOPLE’S ATTENTION. THE APP WAS FEATURED IN THE MEDIA 47 TIMES. ONE OF SOUTH KOREA’S MOST POPULAR NEWS ANCHOR INTRODUCED THIS APP DURING THE HEADLINE NEWS AS “A TRANSLATOR THAT TRANSLATES NOT ONLY WORDS BUT ALSO MINDS”.