S-oil Corporation, a major oil refinery in South Korea, launched the "Here" balloons campaign to address the problem of drivers wasting fuel searching for parking spots in Seoul. The campaign involved placing balloons attached to parking spaces so that empty spots were marked by balloons floating up, helping drivers find parking easily. This saved an estimated 23 liters of fuel per day from just one parking lot by reducing time spent searching. The campaign positioned S-oil as a company committed to conserving oil resources while providing a practical solution that benefited both citizens and the environment. It was highly successful in improving S-oil's reputation and won a Cannes Lions award.

3. It is the continuing commitment by business to behave ethically and contribute to
economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large.
To completely meet their social responsibility, enterprises should have in place a process to
integrate social, environmental, ethical human rights and consumer concerns into their
business operations and core strategy in close collaboration with their stakeholders.

4. “78% of employees would
rather work for an ethical and
reputable company than receive
a higher salary. ”
- The Cherenson Group

12. • Against animal testing
• Support community trade
• Activate self esteem
• Defend human rights
• Protect our planet

13. Creating trade to help
people in poor regions
utilize their resources to
meet their own needs.
- Paper factory in Nepal
- Soap factory in Glasgow

14. S-Oil : ‘HERE’ Campaign

15. About the Company
S-oil Corporation is a petroleum and refinery company headquartered in Seoul,
Korea. It was setup in 1976 and it is one of the most profitable companies in Korea
(stands at no.441 on the Fortune 500 list) S-oil operates with a capacity of 5, 80,000
barrels of oil per day. It is one of the top three oil companies of Seoul.
About Seoul – a city where one fourth of the Koreans live. Korea stands 9th in
the top oil consuming countries in the world (according to Wikipedia, 2013) with a
daily consumption of 2,195,000 barrels per day. There’s one car owned per 2.5
people (according to the statistics given by S-oil Corporation).

16. Issue at hand:
With the growing number of cars in Seoul, parking had become a huge issue.
It was observed that an average Seoul resident drove an extra 500 meters each
day looking for a parking spot. This leads to an extra 15kms each month, i.e.1
litre petrol per month is wasted owing to this time-consuming activity of
finding a parking spot. That is when S-oil Corporation decided to take charge
and act upon the issue.
Objective of the Campaign: To be known as the company that believed in
saving oil
Agency: Cheil Worldwide Inc., a marketing solutions company
Media Used: OOH media throughout the campaign, promoted it via social
media
Name of the Campaign: “Here” Balloons campaign

17. What did S-oil do to solve the issue?
S-oil took up an initiative to save oil. They launched a
campaign, wherein they put up balloons that said “HERE” in
parking spots. The balloons were placed in such a way that
when a car occupies a parking spot, the balloon goes down and
when the spot is empty, the balloon is seen in the air. So, it
serves as an indicator of free parking space. Now all that a car
owner has to look for is a balloon in the air.

18. Impact of the campaign: This can be analyzed in two ways- from solving the issue’s
perspective and from the company’s advantage perspective.
1. For Seoul public – As discussed earlier, an average Seoul citizen spent close to 1
litre petrol each month finding a parking spot. This was a lot of oil wastage; leave
alone the wastage of time and money.
Result of the campaign 
1 day = 700 cars X 23 litres X 365 days = Enormous success (for just one parking
lot)
One little solution just saved so many litres of oil for the public of Seoul .

19. 2. For S-oil corporation – The oil company wanted to engage with
the public directly and it took the path of Marketing 3.0 to do so –
meaning, they wanted to market themselves whilst solving people’s
issues real time. This not only did good for the public by saving
them a lot of oil, time and effort but also put the brand in limelight.
Post the campaign; they came to be known as an oil saving
company. Also they got the public to directly engage with them,
which otherwise is an immensely difficult-to-achieve process.
The campaign won the
Cannes Lions Bronze in 2012

20. The campaign was very simple to execute, yet
extremely effective. It was a successful brand
building campaign that even solved a real world
problem of the people of Seoul.