SUB CATEGORY :

USE OF EVENTS

COMPANY ENTERING :

INNOCEAN, SEOUL

TITLE :

WASH AT 30

BRAND :

SAENGONG

ADVERTISER :

SAENGONG

AGENCY :

INNOCEAN, SEOUL

CHIEF CREATIVE OFFICER :

JUNG A KIM

CREATIVE DIRECTOR :

NARI MOON

ART DIRECTOR :

YOONA LIM/EUN-HA OH

COPYWRITER :

DOYU YANG/SEUNG-HA RHEE

CREATIVE TECHNOLOGIST :

HYE-DONG ROH

AGENCY PRODUCER :

BAE-SUNG KIM

ACCOUNT DIRECTOR :

SEON-JEONG MIN

ACCOUNT EXECUTIVE :

BITNAWA YU/HYE-RIM BYUN

PLANNER :

JINA SHIN/SEUNG-MIN PARK

FILM PRODUCTION COMPANY :

MAVERICK CREATIVE, SEOUL/LUISCREATION, SEOUL/
VIDEO SCAPE, SEOUL

DIRECTOR :

TAEK-YOON KIM

DIRECTOR OF PHOTOGRAPHY :

JUN-YEOP KIM/DAE-YEONG CHA

EXECUTIVE PRODUCER :

MJ KIM

FILM PRODUCER :

EUN-CHAE KIM

POST-PRODUCTION COMPANY :

NORMAL COMPANY, SEOUL/TAILOR, SEOUL

EDITOR :

SUN-HYE SEO/KYOUNG-HO BAE/SU-HYUN SEO

SOUND PRODUCTION COMPANY :

VOXTON, SEOUL

SOUND DESIGNER :

DONG-JUN SUH

CAMPAIGN SUMMARY :

* Campaign to shatter deep-rooted prejudice against K-Laundry and boost cold water detergent sales
To dispel the distrust of cold water washing in Korea, where nine out of ten people use hot water, and to significantly boost SAENGONG's cold water detergent sales, we made tens of thousands of visitors at the Boryeong Mud Festival, the world’s dirtiest festival, to directly experience the effectiveness of cold water washing on site.
Those who had avoided cold water detergents (only 6% of the actual sales rate), believing only in the cleanliness of hot water washing, witnessed the effectiveness of cold water washing firsthand, breaking their long-standing prejudices. As consumers voluntarily shared their experiences, creating a buzz, SAENGONG's brand gained natural exposure, leading to a drastic increase in cold water detergent sales and brand awareness.

CREATIVITY/IDEA/INSIGHT :

* SAENGONG's cold water detergent shunned by consumers because of the hot water obsession: K-Laundry
SAENGONG, Korea's sustainable detergent brand, launched a low-carbon emission cold-water detergent. Despite this innovation, sales stagnated at only 6%. The low reception is due to Korea's prevalent hot water laundry culture, with an 86% hot water wash rate. Due to an old belief that boiling clothes is key to keeping them clean, Koreans distrusted cold-water washing and showed little consideration for SAENGONG's new cold-water detergent. In a nation where 9 out of 10 swear by hot-water laundry, SAENGONG needed a bold strategy to effectively overcome the distrust and boost sales.

STRATEGY :

* Ideal promotion venue to beat cold-water washing bias: Mud Festival
The Boryeong Mud Festival, one of the three dirtiest festivals in the world, attracts an average of 300,000 participants daily for sports activities rolling in the mud. We noted that participants wash their clothes on-site immediately after enjoying the festival. Considering that the mud festival site, where everyone must go through the washing process, is the ideal location for consumers to overcome their own bias against cold washing, we had people wash muddied laundry directly on the site using SAENGONG’s detergent, allowing them to witness the effects immediately.
As people’s glowing reviews went viral, SAENGONG’s brand gained natural exposure, resulting in increased brand ranking and product sales.

EXECUTION :

We renewed SAENGONG’s cold water detergent packaging with a special design to highlight the benefits of cold water washing. At the Boryeong Mud Festival, we set up a booth and distributed detergents to visitors for free. Participants experienced the effects of cold water washing by cleaning their muddied clothes with cold water on-site. In addition, encouraging people to share the effectiveness of cold water washing on social media drastically boosted SAENGONG’s brand awareness and sales, making it go viral.
* Timeline
July 3-14, 2023: Renew and manufacture new detergent packaging to highlight the perks of cold water washing
July 17-20, 2023: Install of Boryeong Mud Festival Booth
July 21 - August 6, 2023: Operate Boryeong Mud Festival Booth

RESULT :

Consumers overcame their prejudice by trying cold water washing for the first time with SAENGONG's cold water detergent, and their movement continued online. As people witnessed the effectiveness of SAENGONG's cold water detergent with muddied laundry, the product went viral, leading to a substantial increase in sales.
- Daily Sales increased by 380%
- Brand Ranking up by 9 Levels
- 250% increase in Brand Mall Visitors
- Sold Out for 14 Weeks
- Brand Sentiment increased by 300%
This campaign is remarkable for effectively maximizing sales at minimal cost and getting a passionate response from ad-skeptical millennials and Gen Z. Furthermore, SAENGONG, with the largest number of booth visitors on record, received an encore invitation to the 2024 Boryeong Mud Festival. Once again, SAENGONG plans to provide consumers with an impressive cold water detergent experience.