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

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

Facebook

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

Facebook

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

facebook

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

,

Thank youGye-Sung Chun / South Korea

[email protected]