SUB CATEGORY :

USE OF AMBIENT: SMALL SCALE

COMPANY ENTERING :

IDEOT, SEOUL

TITLE :

PARK O'CLOCK

BRAND :

PLUGLINK

ADVERTISER :

PLUGLINK

AGENCY :

IDEOT, SEOUL

CHIEF EXECUTIVE OFFICER :

LEE SEUNG JAE

EXECUTIVE CREATIVE DIRECTOR :

LEE SEUNG JAE

ART DIRECTOR :

PARK EUN SEOK/AHN JEONG HEON/SEO SANG MIN/KIM HYE RIN

COPYWRITER :

KIM JUNG WOO

ACCOUNT EXECUTIVE :

LEE SEUNG HOON

MEDIA AGENCY :

IDEOT, SEOUL

MEDIA PLANNER :

LEE JANG KYUN

FILM PRODUCTION COMPANY :

PAULUS, SEOUL

MANAGING DIRECTOR :

KIM KYUNG SIN/SAFFAAN QADIR/SONG EUI YOUNG/KIM HEE JIN

DIRECTOR :

JEONG SEUNG JAE

EDITING SUPERVISOR :

LIM JI YEONG

EDIT :

PARK JUNG IN

GRAPHIC DESIGHNER :

LIM JOO EUN

EXECUTIVE PRODUCER :

CHOI WOO JIN

FILM PRODUCER :

PARK MIN KYU

3D :

LEE JUNG HEON/SHIN HYO SUNG

CAMPAIGN SUMMARY :

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.

CREATIVITY/IDEA/INSIGHT :

The creative idea behind Park o'Clock was to address the double parking issue in South Korea by embracing it as a solution rather than treating it as a problem. As parking spaces became increasingly scarce due to the growth in the number of cars and the addition of EV charging stations, Pluglink introduced the Park o'Clock to facilitate worry-free double parking. This simple device allowed residents to display their parking duration and departure time on their cars. When parking spaces ran out, other residents could glance at the clock to determine each car's departure time, allowing them to double-park without concern.
The campaign used a bold, counterintuitive approach to transform a common annoyance into an innovative solution, driving public interest and engagement. Through captivating storytelling and a strategic PR campaign, the Park o'Clock generated widespread attention and contributed to increased brand awareness and business growth for Pluglink.

STRATEGY :

The media strategy employed for "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.

EXECUTION :

The distribution of assets was designed to maximize visibility and impact. The brand film was released on YouTube and Instagram, followed by influencer collaborations with popular YouTubers. Twitter and Instagram posts amplified the message, and a newsletter reached a large audience. The campaign's organic and paid viral reach through blogs and online forums further increased engagement.
By tapping into the target audience's emotions and cultural values, Park o'Clock's PR strategy successfully positioned Pluglink as a solution-driven, innovative brand in the South Korean market, boosting awareness and reputation.

RESULT :

"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 December 2022 and February 2023. The number of sales of charging stations increased almost 9 fold, from 1,397 units sold in Q1 2022 to 9,109 units sold in Q1 2023. The campaign created additional parking space equivalent to 4 soccer fields, reducing frustration towards EV owners and electrification in general.