The Cheering Bandage

Agency Network: 
Published/Aired: 
April 2020
Facebook: The Cheering Bandage
Facebook Experiential Ad - The Cheering Bandage

Description

Printing handwritten messages of support and gratitude
To deliver to COVID-19 healthcare workers.

▶ Challenge
Hundreds of thousands of medical staff worldwide battle COVID-19 at the forefront.
Countless brands worldwide gave their thanks through TV spots, YouTube clips, and Instagram posts.
However, battling in the field 24/7, they did not have time to receive those messages.

▶ Solution
We wanted to step outside of the oversaturated media and directly deliver the touching messages.
The medical teams use small bandages to protect their faces against the weight of the goggles and masks.
On these 5cm X 2cm bandages, let's deliver the words of encouragement to our heroes.

▶ How it works
For this campaign, we utilized every remote technology. The campaign was not executed
manually but with an AI system that extracted the optimal results by analyzing the target,
mixing media, and distributing the budget.

Step1. Participation instruction was announced on Facebook and Instagram
Step2. Messages in handwritten notes, direct messages, GIPHY stickers, and AR selfies came through
Step3. Those messages were safely printed on to the Cheering Bandages
Stpe4. A total of 400,000 Cheering Bandages were delivered to healthcare workers nationwide

▶ Result
Even when the world was disconnected, the entire campaign only took 17 days.
The story of this humble bandage spread, empowering healthcare workers and renewing vigilance
of Covid-19 among participants

1,530 cheer messages produced 400,000 bandages
4.1 million views on campaign video
16,000 likes and comments
Campaign preference level increased 7.5times the average

Experiential advertisement created by Innocean, South Korea for Facebook, within the categories: Health, Professional Services, Public Interest, NGO.

Advertising Agency: Innocean Worldwide, Seoul, Korea
Executive Creative Director: Jung A Kim
Account Director: Jungwhan Kim
Creative Director: BongJun Cha
Sr. Account Manager: Euisung Ha
Account Manager: Bumsuk Oh
Account Manager: Kiwoon Kim
Art Director: Daesoo Kim
Agency Producer: BaeSung Kim
Copywriter: Taeseok Lee
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