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  • SUB CATEGORY :
    USE OF DIGITAL IN A PR CAMPAIGN
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    MASK ID
  • BRAND :
    DAL.KOMM CAFE/MINISTRY OF HEALTH AND WELFARE & KOREA ASSOCIATION OF SOCIAL WELFARE CENTERS
  • ADVERTISER :
    DAL.KOMM CAFE/MINISTRY OF HEALTH AND WELFARE & KOREA ASSOCIATION OF SOCIAL WELFARE CENTERS
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JUNG A KIM
  • CREATIVE TEAM :
    HAYOUNG CHANG/DAHOON SON
  • ART DIRECTOR :
    NARI MOON/HA YONG JUNG
  • COPYWRITER :
    DOYU YANG/SEUNG HA RHEE
  • AGENCY PRODUCER :
    BAE-SUNG KIM
  • CREATIVE TECHNOLOGIST :
    HYE-DONG ROH/HONAM KIM/SEONHWA HWANG
  • DIGITAL MEDIA PLANNER :
    MINGYEONG KIM
  • ACCOUNT MANAGER :
    YUJIN NAM
  • FILM PRODUCTION COMPANY :
    PLANIT PRODUCTION, SEOUL
  • DIRECTOR :
    SANGIL KIM
  • DIRECTOR OF PHOTOGRAPHY :
    JUNHO EOM
  • GAFFER :
    DONG SOON PARK/JUNIL LEE/CHOON MO SUNG/TAE KYEONG KIM
  • 1ST ASSISTANT DIRECTOR :
    SANG HYEOK KIM
  • 2ND ASSISTANT DIRECTOR :
    JEONG YEON KO
  • 3RD ASSISTANT DIRECTOR :
    HEE YOUNG JANG
  • FILM PRODUCER :
    YOUNG HWI SEO
  • CAMPAIGN SUMMARY :
    [Mask ID: A Web-App That Verifies Faces Wearing Masks For Free Wi-Fi Connection] While dining in cafes or restaurants, it is easy to take off the masks(only 12% wear masks in cafes), causing the cafes in Korea to become the epicenter of COVID-19 group infections. As a result, dalkomm cafe, Korea’s leading cafe franchise, faced a 40% decrease in sales since the beginning of the pandemic. Thus, dal.komm cafe developed a unique Web App for free Wi-Fi connection so that the visitors can voluntarily continue to wear masks while staying in cafes. [Mask ID: The Wi-Fi Against COVID-19] Mask ID is a Web-App for Wi-Fi connection that allows Cafe Dal.Komm’s free Wi-Fi usage when cafe visitors verify mask-wearing with cameras from their mobile devices. With facial recognition technology, the Mask ID system recognizes faces wearing masks regardless of age and gender. The recognition accuracy is increased by 90% through using machine-learning technology to learn all the mask sizes, designs, and color variations from the market. The verification process itself is simple. Once you select Mask ID on the Wi-Fi menu, verify that you are wearing a mask with your mobile camera to use free Wi-Fi for an hour in Dal.Komm. [Strong Nudge Strategy That Drives People To Wear A Mask] Mask ID encourages people to wear their masks without coercion, and after the campaign, the indoor mask-wearing rate reached 99%. Additionally, during the campaign, there was not a single COVID-19 patient from Dal.Komm cafe. Mask ID campaign can be executed in any indoor space that uses Wi-Fi, and with the Ministry of Health and Welfare, Mask ID will expand to more public spaces like the library and public transportation.
  • THE BRIEF :
    The risk of COVID-19 infection is far more dangerous indoors compared to outdoors. However, while dining in cafes or restaurants, it is easy to take off the masks(only 12% wear masks in cafes), causing the cafes in Korea to become the epicenter of COVID-19 group infections. As a result, dal.komm cafe, Korea’s leading cafe franchise, faced a 40% decrease in sales since the beginning of the pandemic. Thus, dal.komm cafe developed a unique Wi-Fi connection system so that the visitors can voluntarily continue to wear masks while staying in cafes.
  • THE STRATEGY :
    dal.komm cafe needed a game-changing strategy to recover its sales profit that plummeted by 40% due to the pandemic. To remove the stigma that cafes are the epicenter of COVID-19 group infections, dal.komm transformed the cafes into the safest place from through the nudge campaign that induces visitors to voluntarily wear masks. In Korea, when most visitors enter the cafe, they immediately connect to the free Wi-Fi provided by the cafe. With this observation in mind, we encouraged people to verify that they are wearing masks with their mobile devices to connect to the free Wi-Fi.
  • THE EXECUTION :
    - Mask ID Development Period: December 2020 ~ January 2021 - Total Cost $40,000 to Establish System - February 2021, Campaign launched in Gangnam branch of dal.komm cafe, Korea’s leading cafe franchise. - Campaign duration: Ongoing event (As of February 20th 2021) The Mask ID process itself, which allows everyone to authenticate with their smart devices that they are wearing masks to connect to the free Wi-Fi, became an excellent medium that allows customers to experience the dal.komm cafe brand. Without employing the expensive mainstream media, dal.komm cafe was able to raise its brand awareness.
  • THE RESULT :
    1. 99% Indoor mask-wearing rate after the campaign 2. 18,346 Cumulative Mask ID users 3. 0 Cases of infection in the cafe during the campaign 4. 120% Sales turnaround after campaign 5. Introduced to Korea’s leading media company as the most leading nudge idea to prevent the spread of COVID-19. Even during the serious pandemic with a significant decrease in indoor mask usage rate, Dal.Komm was able to maintain successful quarantine measures and increase brand affinity by inducing cafe visitors to wear their masks voluntarily to use free Wi-Fi.
  • URL 1 :
    https://www.youtube.com/watch?v=VeFcfBOY_kc