2011 hyper island creative task g.s. chun (south korea)
DESCRIPTION
2011 Hyper Island Creative Task Gye-Sung Chun (South Korea)TRANSCRIPT
Gye-Sung Chun / South Korea
HYPER ISLAND Creative Task 2011
How to make more people
meet the abandoned pets?
Do you like pets?
“Yes” without hesitation
The majority of people say
However, how about abandoned pets…?
The number of abandoned pets has increased
as a result of the unemployment and
other economic effects of the financial crisis of 2007–2010
The social phenomenon
there is currently an overcrowding at shelters
which has led to more than 50% of all incoming animals
being euthanized within around 1 week.
The shelters don‟t have the resources
to cope with the increase in animals.
The Problems
Due to increasing number of abandoned pets,
D – 7Abandoned pets are being euthanized
in a short period of time due to lack of supporting
The Time left
D – (7+7)However, what if you could delay their D-Day
for 1week with small contribution?
The Time left
D-(7+7+7+7+7…)
+ Real AdoptionFrom small beginnings came great things!
The Time left
[The Campaign Theme]
[The Campaign Theme]
One more week is the symbol of the
urgent issue &
small contribution
How to give them one more week?
Awareness
Spread
* Brand + Personal
Donation
Shelter Budget
Supporting
Real
adoption
* 1week +α
Adoption Campaign
* Online Campaign
Participation
How to give them one more week?
Awareness
Spread
* Brand + Personal
Donation
* 1week +α
Adoption Campaign
Shelter Budget
Supporting
Real
adoption
* Online Campaign
Participation
Awareness + Spread
(facebook App for Awareness + Spread)
Campaign Site(Center of Campaign Channel)
petsbook Awards
“The cutest pet in the world”Purpose for making big issue
of abandoned pets which have just a week left (D-7)
through a fake pets competition
[The facebook App]
petsbook Awards
Find your Ideal type of pet on facebook,
then give him or her a “Like” Start
Petsbook – The cutest pet in the world
Someday, you’ll see an application of
the cutest pets in the world
The cutest pets
in the world?Looks interesting!
Find your Ideal type of Pets
Which pet is the cuter?
OMG,
He is super cute!!
petsbook Awards
Which pet is the cuter?
How pretty!!!!
petsbook Awards
Find your Ideal type of Pets
petsbook Awards
Which pet is the cuter?
Do you know by any chance?
Furthermore there is currently an overcrowding at shelters
which has led to more than 50% of all incoming animals
being euthanized within around 1 week
They have just a 1 week left (D-7)
X
Adoption
information
Give them one more week
Unfortunately, All of these cute pets are abandoned pets
Find your Ideal type of PetsD – 7
You can save lives with simple participation
(When users are sinking into this competition, this message pops up suddenly)
Share on
No way,
I can't believe
they are abandoned pets…D-7??
OMG!! Hey guys,
we need to check it …
Just one week???
I‟m really sorry about it…
I‟d like to help them…
Which pet is the cuter?
petsbook Awards
Find your Ideal type of Pets
Do you know
by any chance?
Furthermore there is currently an
overcrowding at shelters which has
led to more than 50% of all incoming
animals being euthanized within
around 1 week
They have just a 1 week left (D-7)
Unfortunately, all these cute
pets are abandoned pets
D–7
Adoption
information
Share on
X
petsbook Awards
Mobile
ApplicationIt will let people participate in
campaign on mobile easily
The center of campaign channel that offers detailed information of campaign and adoption
Campaign Site
Making big issue of abandoned pets
which have just a week left (D-7)
Awareness + Spread
facebook app / Mobile app
/ Campaign site
Personal
facebook wall
friends
How to give them one more week?
Awareness
Spread
* 1week +α
Adoption Campaign* Online Campaign
Participation
Real
adoption
* Brand + Personal
Donation
Shelter Budget
Supporting
Real adoption
1week Adoption Relay(Location based service)
1week petsbook Adoption (facebook Adoption Camapign)
1week petsbook Adoption
Real adoption channel in Facebook
Establishing a real adoption channel on Facebook
based on the data of local shelter,
But, every images of abandoned pets could stay
in our channel for just a week (The time-limited channel)
petsbook
Adoption
[The Program Structure]
1week
The
time-limited channel
Pets Lover (mass) Local Shelter Facebook Channel
The popular pets
witch have got
a lot of “Like”
(Best 5 pets)The
time-limited
channel
Introduce popular pets which have got a lot of
and announce that here is the time limited channel
to trigger realistic adoption more
1week (D-7) petsbook Adoption
petsbook Adoption
Non-Profit Organization
1 week
Donate now!
Euthanasia date: 2011.04.15
Boxer (Sally)
Shelter place information
Baltimore Animal
Rescue and Care
Shelter, Inc.301 Stockholm Street,
Baltimore, Maryland 21230
T : 410 - 396 – 4695
Injured stray boxer, approximately 8 months old, female.
They have just one week (D-7) Please share this photo all of your friends
or donate for him. You can apply for adoption by “Tagging”
If you want to more information ,check here out! http://baltimoreanimalshelter.org
When users click one of the images, they can check adoption information
such as name, sex, age, shelter information with euthanasia date
1week (D-7) petsbook Adoption
You can help by clicking “share” and give a
also you can apply for adoption, by “Tagging”
Euthanasia date: 2011.04.15
Boxer (Sally)
Shelter place information
Baltimore Animal
Rescue and Care
Shelter, Inc.301 Stockholm Street,
Baltimore, Maryland 21230
T : 410 - 396 – 4695
Injured stray boxer, approximately 8 months old, female.We haven't much time!
I‟d like adopt her
as soon as possible
1week (D-7) petsbook Adoption
They have just one week (D-7) Please share this photo all of your friends
or donate for him. You can apply for adoption by “Tagging”
If you want to more information ,check here out! http://baltimoreanimalshelter.org
I’d like adopt her as soon as possible!
See you soon~
Gs Chun likes to adopt a pet from petsbook!
Please share this photo all of your friends.
You can apply for adoption by “Tagging”
if you want to more information ,check here
out! http://baltimoreanimalshelter.org
I adopted him!
(See you soon Sally!)
The image of pet which is adopted by
participants is uploaded to Facebook Wall
The purpose for giving more time and space to abandoned pets
(Staying in Shelter people‟s House)
and to lower barriers of adoption
One week Adoption Relay
[The Program Structure]
Establishing a location based service channel
based on the data of local shelter
will let local residents check the shelter information more easily
The Local Residents Local Shelter Campaign Website
One week Adoption Relay(Short term & Local adoption Campaign)
Offer various adoption periods from 1week to 1month to local residents.
Even though people can’t care about them full time,
they can contribute just in that period (To lower barriers of adoption)
Select my Location
& the shelter
Select
favorite pets
1 week2 weeks
3 weeks
4 weeks
Select the
adoption period
Baltimore Animal Rescue
and Care Shelter, Inc.
Relay pet to
next adopter
Waiting for Next AdopterName : MACHO Golden Retriever / Female / 10 months old
Participate in the Adoption Relay
One week Adoption Relay
Stockholm Shelter
(Augmented Reality)
When you try to search abandoned pets
or the shelter location,
augmented reality service will help you
Mobile AR
How were your last days with your pet?
Why don‟t you extend the
adoption period for Sally?
Our system sends user an e-mail automatically at the end of their period,
that suggests extending their adoption period and announce that
there are still a lot of pets which need your help in shelter (Role of “Call to action”)
“There are still a lot of pets which need your help in shelter”
Do you want to see them now?
(At the end of 1week adoption days)
Donation for him
Awareness
Spread
* 1week +α
Adoption Campaign* Online Campaign
Participation
Real
adoption
How to give them one more week?
* Brand + Personal
Donation
Shelter Budget
Supporting
Shelter Budget Supporting
One more Like
(Brand donation)
1+1
Social DonationDigital
Feeding Donation
People‟s
interest in
pets
Brand
Marketing
People & Brands have common interests
Let them meet together in our platform
How could contribute to shelter?
$$=
Our New
Platform!!
If 50 people our campaign,
one abandoned pet could get the support
for a new life with ( ) Brand
Give them one more
50 people‟s Raising
Brand Awareness
Supporting
for Shelter
Saving Marketing
Budget Donationwith Brand(People‟s Interest Brand)
Give them one more
[PURINA Safety Zone]
your facebook “Like”
& Nestle Purina
This shelter is protected by
[PURINA Safety Zone]
&People's
www.onemoreweek.org
This shelter is protected by
From now on,
I‟ll just buy Pruina for my dogs they have the pure spirit for all the pets!
I‟ll try to give them
thousands of “Like” because they are our best friends…
sponsor by
Give them one more “Like”www.onemoreweek.org
„Sally‟ needs your like to get a new life(Euthanasia date: 2011.04.15)
She is approximately 8 months old, female.
If 50 people “like” our campaign, one abandoned
pet get the new life with Nestle Purina
The images of pets which get a “like” upload to
participant‟s Facebook Wall with sponsor brand
1+1 Social Donation
Social Commerce
+Donation
(50% off)
1+1 Social Donation
+
50%OFF
50%OFF
* 50% off service
via Groupon section
in our platform
- Most pet owners have a tendency to love other pets as well (They know what pets mean to our lives)
- It could be developed for Co-Marketing with a Brand of pet feed, pet toy, pet clothes etc.
“If you buy some pet‟s product via our Groupon section,
You can donate one more product to abandoned pets”
It’s for my dog The other one is for
abandoned dogs (Donation)
Buying a pet’s product
at the Regular Price
Digital Feeding Donation
Virtual Pet Games
+Donation
Digital Feeding Donation
“Making a regular donation through Special items on Virtual pet games”- Ask special Edition items for donation on virtual pet games such as Pet Society.
- We can give virtual pet game many “Like” (Donation item people’s interest)
Virtual Pet Games
Digital Feeding Donation (Special Items for Donation)
Alert
“Hey GS, I’ve eaten it all”
Go to feed my dog
This item has the function that asks some
feeding weekly (or monthly)
Regular small donation
When users feed the pets,
they get some special item on the game
It is very useful for modern people
who want to be contributor but
don’t have any environment for pet
It’s summary time
Hey~ Wake up!!
[Summary]
Awareness
SpreadShelter Budget
Supporting
Real
adoption
- 1week petsbook Adoption
- 1week Adoption Relay
- One more Like (Brand Donation)
-1+1Social Donation
- Digital Feeding Donation
- petsbook Awards
Campaign Website(Integrated Platform)
Save abandoned pets
Save people‟s best friends
Yeswe can
,
