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  • SUB CATEGORY :
    EXHIBITIONS & INSTALLATIONS
  • COMPANY ENTERING :
    INNOCEAN, SEOUL
  • TITLE :
    SOLAR BEEHIVE
  • BRAND :
    HANWHA
  • ADVERTISER :
    HANWHA
  • AGENCY :
    INNOCEAN, SEOUL
  • CHIEF CREATIVE OFFICER :
    JUNG A KIM
  • CREATIVE DIRECTOR :
    NARI MOON
  • ART DIRECTOR :
    EUN-HA OH
  • COPYWRITER :
    DOYU YANG/SEUNG-HA RHEE
  • CREATIVE TECHNOLOGIST :
    HYE-DONG ROH
  • CREATIVE PLANNER :
    JINA SHIN
  • AGENCY PRODUCER :
    BAE-SUNG KIM
  • ACCOUNT DIRECTOR :
    CHUL YUM
  • ACCOUNT MANAGER :
    SEON-JEONG MIN
  • ACCOUNT EXECUTIVE :
    BITNAWA YU/CHANG-GI HAN/HEE-YEON KIM
  • MEDIA PLANNER :
    SEONG-HOON KIM/JONG-WON PARK
  • FILM PRODUCTION COMPANY :
    PLAN'IT, SEOUL/ELEMENT PICTURES, SEOUL/EAST LIGHT, SEOUL
  • DIRECTOR :
    DONG-HWA SHIN
  • DIRECTOR OF PHOTOGRAPHY :
    GI-WON HYUN
  • GAFFER :
    DONG-HWAN KIM
  • ASSISTANT DIRECTOR :
    HEE-JAE LEE
  • EXECUTIVE PRODUCER :
    IN-KYU HWANG
  • FILM PRODUCER :
    WAN-SIK YUN
  • POST-PRODUCTION COMPANY :
    VIXEN STUDIOS, SEOUL
  • EDIT SUPERVISOR :
    SUN-YOUNG KIM
  • 2D SUPERVISOR :
    HA-NA CHOI
  • 3D SUPERVISOR :
    YOUNG-JIN JEON
  • ART SUPERVISOR :
    IL-MAK YOO
  • CAMPAIGN SUMMARY :
    With environmental campaigns, Hanwha, a global solar panel manufacturer, aspired to position itself as a sustainable brand and emphasize the need for sustainable solar energy. We strategized the best method for consumers to recognize its benefits and decided to save the bees from extinction with solar panels: with the Solar Beehive campaign. Despite being a B2B brand, Hanwha gained a sustainable brand reputation, by adding the keywords ‘sustainable’, and ‘eco-friendly’ to Hanwha. Proving its effectiveness on honeybee conservation, the Solar Beehive was presented at the Davos World Economic Forum, further giving Hanwha an edge in the global market.
  • THE BRIEF :
    Globally, the honeybee population is drastically declining. Environmental organizations (UN, Greenpeace, etc) name climate change as its biggest cause. Bees, as temperature-sensitive creatures, could not adapt to the unprecedented abnormal climate. The extinction of honeybees affects not just 90% of wild flora, but also the animals and people who feed on those, and further the entire biodiversity. To spearhead the conservation of the honeybee population, we utilized solar panels to protect the honeybees from climate change by manufacturing a smart beehive: the Solar Beehive. With the Solar Beehive, we contribute to the Earth’s biodiversity, and eventually remark the B2B brand Hanwha as a sustainable brand to the public, raising the favorability and the reputation.
  • THE STRATEGY :
    - Why Honeybees?
    : When preparing for this campaign, Korea suffered a severe honeybee extinction problem (as of 2022, about 7.8 billion bees died), causing a major social issue. Our bold strategy started here. Hanwha, which was unrelated to honeybees, used solar panels to create a beehive that saves bees, making headlines while also raising brand awareness and familiarity as a sustainable brand.

    - The World’s Most Bee-friendly Beehive
    : The Solar Beehive is a smart beehive optimized to protect honeybees from abnormal climates. Four smart devices (Water & Food supply / Temperature & humidity control / CO2 concentration control / Hornet intrusion detection & blocking) were installed to provide the best honeybee habitat.

    What’s most important about this strategy is ‘authenticity’. We didn’t want this campaign to be just another example of greenwashing. We collaborated with the Korea National University of Agriculture and Fisheries, and after 6 months of development process manufactured the beehive that provides optimal habitat for the honeybees regardless of the exterior climate. For sustainable operation, we donated the Solar Beehive to the college that studies honeybees. A scholarly paper also proved its effectiveness. All the process was revealed on SNS and received sincere public support.
  • THE EXECUTION :
    Solar Beehive was launched on World Bee Day, May 20, 2022, with process film including design and production. A website was opened, sharing collected data in real-time. Following November, a paper using this data proved the Solar Beehive’s effectiveness on honeybee growth.
    Since its launch, a public participation campaign started promoting planting flowers, and feeding honeybees. Nationwide, about 1,300 people voluntarily planted a total of 2,000 flower seeds.

    * Timeline
    - 6 months on feature selection, development, and production (Production period: 2021 December - 2022 May)
    - 6 months on exterior design and production (Design period: 2021 December-2022 February. Production Period: 2022 March-May)
    - Operational to this day for honeybees since the World Bee Day launch, May 20, 2022.
    - Campaign film was on-air for 2 months. (Media Execution Period: July 5, 2022-September 15, 2022)

    * Scale
    Solar Beehive Production Cost :
    - Exterior structure: 130 million about $99,500
    - Beehive (4ea) including software & server development: 150 million about $114,500
  • THE RESULT :
    *Media & Audience
    Process film including the Solar Beehive design and production reached a total of 39,211,843 views on YouTube, accounting for 85% of the Korean population. The majority of viewers were millennials and Gen Zs, highly interested in environmental issues. 98% being positive mentions on Solar Panel and Hanwha. Post-campaign, positive mentions about Hanwha increased 2.6 times. Since the Solar Beehive website launch in September 2022, publishing two papers proving the effectiveness of it following November.

    *Business Outcomes
    Thanks to this campaign, Hanwha’s renewable energy division recorded a billion USD in sales in the third quarter, which is a 61% increase in profit compared to the past year. Presented at the 2023 World Economic Forum as an excellent example of conserving biodiversity, giving Hanwha an edge in the global market.

    *Impacts So Far
    Starting with the government agency, smart features of the Solar Beehive are now used by beekeepers nationwide to stop honeybee extinction. The Solar Beehive is donated as educational material to the Korea National University to train future apiarists on smart beekeeping methods and honeybee conservation. Data from the Solar Beehive can be downloaded from the website, and it'll provide a key to stopping the honeybee extinction.