2011 Hyper Island Creative Task G.S. Chun (South Korea)

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2011 Hyper Island Creative Task
Gye-Sung Chun (South Korea)

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2011 Hyper Island Creative Task G.S. Chun (South Korea)

  1. 1. HYPER ISLAND Creative Task 2011How to make more peoplemeet the abandoned pets? Gye-Sung Chun / South Korea
  2. 2. Do you like pets?
  3. 3. The majority of people say“Yes” without hesitation
  4. 4. However, how about abandoned pets…?
  5. 5. The social phenomenon The number of abandoned pets has increased as a result of the unemployment andother economic effects of the financial crisis of 2007–2010
  6. 6. The Problems Due to increasing number of abandoned pets, there is currently an overcrowding at shelterswhich 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.
  7. 7. The Time left D–7 Abandoned pets are being euthanizedin a short period of time due to lack of supporting
  8. 8. The Time leftD – (7+7)However, what if you could delay their D-Day for 1week with small contribution?
  9. 9. The Time leftD-(7+7+7+7+7…) + Real Adoption From small beginnings came great things!
  10. 10. [The Campaign Theme]
  11. 11. [The Campaign Theme] One more week is the symbol of the urgent issue & small contribution
  12. 12. How to give them one more week?* Online Campaign * 1week +α * Brand + Personal Participation Adoption Campaign DonationAwareness Real Shelter Budget Spread adoption Supporting
  13. 13. How to give them one more week?* Online Campaign * 1week +α * Brand + Personal Participation Adoption Campaign DonationAwareness Real Shelter Budget Spread adoption Supporting
  14. 14. Awareness + Spread petsbook Awards Campaign Site(facebook App for Awareness + Spread) (Center of Campaign Channel)
  15. 15. [The facebook App] 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
  16. 16. The cutest pets Petsbook – The cutest pet in the world Find your Ideal type of pet on facebook,in the world? then give him or her a “Like” StartLooks interesting! Someday, you’ll see an application of the cutest pets in the world
  17. 17. petsbook AwardsFind your Ideal type of Pets Which pet is the cuter? OMG, He is super cute!!
  18. 18. petsbook Awards Find your Ideal type of Pets Which pet is the cuter?How pretty!!!!
  19. 19. D–7 X petsbook Awards Find your Ideal type of Pets Which pet is the cuter? Do you know by any chance? Unfortunately, All of these cute pets are abandoned pets 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) Give them one more week You can save lives with simple participation Adoption Share on information Facebook(When users are sinking into this competition, this message pops up suddenly)
  20. 20. No way,D-7?? I cant believe Just one week???OMG!! Hey guys, they are abandoned pets… I‟m really sorry about it…we need to check it … I‟d like to help them…
  21. 21. petsbook Awards X D–7 Find your Ideal type of Pets Mobile Which pet is the cuter? Do you know by any chance? Unfortunately, all these cute pets are abandoned petsFurthermore there is currently an petsbook Awardsovercrowding at shelters which has Applicationled to more than 50% of all incominganimals being euthanized withinaround 1 weekThey have just a 1 week left (D-7) Adoption Share on It will let people participate in information Facebook campaign on mobile easily
  22. 22. Campaign SiteThe center of campaign channel that offers detailed information of campaign and adoption
  23. 23. facebook app / Mobile app Personal facebook / Campaign site facebook wall friends Awareness + Spread Making big issue of abandoned pets which have just a week left (D-7)
  24. 24. How to give them one more week?* Online Campaign * 1week +α * Brand + Personal Participation Adoption Campaign DonationAwareness Real Shelter Budget Spread adoption Supporting
  25. 25. Real adoption1week petsbook Adoption 1week Adoption Relay (facebook Adoption Camapign) (Location based service)
  26. 26. 1week petsbook AdoptionReal adoption channel in Facebook
  27. 27. [The Program Structure] The time-limited channel 1week petsbook AdoptionPets Lover (mass) Facebook Channel Local Shelter 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)
  28. 28. 1week (D-7) petsbook Adoption Non-Profit Organization The popular pets witch have got a lot of “Like”The (Best 5 pets)time-limitedchannel 1 week petsbook AdoptionDonate now! Introduce popular pets which have got a lot of and announce that here is the time limited channel to trigger realistic adoption more
  29. 29. 1week (D-7) petsbook Adoption Boxer (Sally) Euthanasia date: 2011.04.15 Injured stray boxer, approximately 8 months old, female. Shelter place information Baltimore Animal Rescue and Care Shelter, Inc. 301 Stockholm Street, Baltimore, Maryland 21230 T : 410 - 396 – 4695 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.orgWhen users click one of the images, they can check adoption information such as name, sex, age, shelter information with euthanasia date
  30. 30. 1week (D-7) petsbook Adoption Boxer (Sally) Euthanasia date: 2011.04.15 Injured stray boxer, We havent muchapproximately 8 months old, female. time! I‟d like adopt her Shelter place information as soon as possible Baltimore Animal Rescue and Care Shelter, Inc. 301 Stockholm Street, Baltimore, Maryland 21230 T : 410 - 396 – 4695 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 You can help by clicking “share” and give a also you can apply for adoption, by “Tagging”
  31. 31. I adopted him!(See you soon Sally!) 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.orgThe image of pet which is adopted byparticipants is uploaded to Facebook Wall
  32. 32. One week Adoption Relay The purpose for giving more time and space to abandoned pets (Staying in Shelter  people‟s House) and to lower barriers of adoption
  33. 33. [The Program Structure]The Local Residents Campaign Website Local Shelter Establishing a location based service channel based on the data of local shelter will let local residents check the shelter information more easily
  34. 34. One week Adoption Relay (Short term & Local adoption Campaign) Baltimore Animal Rescue and Care Shelter, Inc. 1 week 2 weeks 3 weeks 4 weeksSelect my Location Select Select the Relay pet to & the shelter favorite pets adoption period next adopter 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)
  35. 35. Mobile AR(Augmented Reality)When you try to search abandoned pets One week Adoption Relayor the shelter location,augmented reality service will help you Waiting for Next Adopter Name : MACHO Golden Retriever / Female / 10 months old Participate in the Adoption Relay Stockholm Shelter
  36. 36. (At the end of 1week adoption days) How were your last days with your pet? Why don‟t you extend the adoption period for Sally? Donation for him “There are still a lot of pets which need your help in shelter” Do you want to see them now? Our system sends user an e-mail automatically at the end of their period, that suggests extending their adoption period and announce thatthere are still a lot of pets which need your help in shelter (Role of “Call to action”)
  37. 37. How to give them one more week?* Online Campaign * 1week +α * Brand + Personal Participation Adoption Campaign Donation Awareness Real Shelter Budget Spread adoption Supporting
  38. 38. Shelter Budget Supporting One more Like 1+1 Digital(Brand donation) Social Donation Feeding Donation
  39. 39. How could contribute to shelter? Brand Marketing = $$ People‟s interest in Our New pets Platform!! People & Brands have common interests Let them meet together in our platform
  40. 40. Give them one more If 50 people our campaign,one abandoned pet could get the support for a new life with ( ) Brand
  41. 41. Give them one more50 people‟s Raising Saving Marketing Supporting with Brand Brand Awareness Budget  Donation for Shelter(People‟s Interest  Brand)
  42. 42. [PURINA Safety Zone]This shelter is protected byyour facebook “Like”& Nestle Purina
  43. 43. [PURINA Safety Zone]This shelter is protected byPeoples & www.onemoreweek.org
  44. 44. The images of pets which get a “like” upload to participant‟s Facebook Wall with sponsor brand 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 sponsor by From now on,I‟ll try to give them I‟ll just buy Pruina for my dogsthousands of “Like” they have the pure spirit for all the pets!because they are our best friends…
  45. 45. 1+1 Social Donation Social Commerce (50% off) + Donation
  46. 46. 1+1 Social Donation * 50% off service via Groupon section in our platform 50% 50% OFF OFF + Buying a pet’s product The other one is for It’s for my dog at the Regular Price abandoned dogs (Donation)“If you buy some pet‟s product via our Groupon section, You can donate one more product to abandoned pets”- 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.
  47. 47. Digital Feeding Donation Virtual Pet Games + Donation
  48. 48. Digital Feeding Donation Virtual Pet Games Digital Feeding Donation (Special Items for 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)
  49. 49. This item has the function that asks some feeding weekly (or monthly)  Regular small donation Alert When users feed the pets,“Hey GS, I’ve eaten it all” they get some special item on the game Go to feed my dog
  50. 50. It is very useful for modern peoplewho want to be contributor butdon’t have any environment for pet
  51. 51. Hey~ Wake up!!It’s summary time
  52. 52. [Summary] Campaign Website (Integrated Platform) Awareness Real Shelter Budget Spread adoption Supporting - petsbook Awards - 1week petsbook Adoption - One more Like (Brand Donation) - 1week Adoption Relay -1+1Social Donation - Digital Feeding Donation
  53. 53. Save abandoned petsSave people‟s best friends
  54. 54. Yes,we can
  55. 55. Thank you Gye-Sung Chun / South Korea cgs0615@gmail.com

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