Myung Dong

Self-optometry business card

Agency: Black Pearl Creative


Background: A tiny optician's has been launched in a traditional market in Jeju, South Korea. The main target of this market is middle-aged men and women between 50~70 years old and the elderly.
Drawbacks: 1. The advertiser's limited budget. 2. The elders in the area do not acknowledge their eyesight and they are accustomed to their poor vision. A specialized optometry is urgently needed.
Ideas: Self-optometry business card; Create a card that examines people's eyesight. Just reach out your hand and the business card converts to an eyesight chart.
Results: 1. Printed 500 'cards' with only 30.000 Korean won. 2. Delivered 500 'cards' to the surrouding business district, including the traditional market in Jeju, and 99.9% of residents particiated. 3. The majority of the clients recognized 'Myungdong optician's'. Also after the card advertisement, over 90% of the residents visited the optician's in a mere month.

This professional campaign titled 'Self-optometry business card' was published in South Korea in May, 2013. It was created for the brand: Myung Dong, by ad agency: Black Pearl Creative. This Direct medium campaign is related to the Professional Services industry and contains 1 media asset. It was submitted over 10 years ago.


Mission: 1. Let them experience themselves the visional discomfort with minimum budget. 2. Let them recognize 'Myungdong optician's=For those with low vision'
Advertising Agency: Black Pearl Creative, Seoul, South Korea
Executive Creative Director: Peter Kim
Creative Director: Damien Kim
Art Directors: Sabina Moon, Stella Kim
Copywriters: Jeremy Nam, Rose Kim
Account Director: Peter Chanel Ko


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