Company: Korea representative
Nomination Submitted by: KCU
Company Description: Bae Seog Bong is the official representative of the Stevie Awards in South Korea.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Climate Change
 Nomination Title: Korea 030 KB Kookmin Card's ESG Campaign- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 241 words used.
Solution
The first step was to produce limited edition goods called 'KeeB Card' (*a KB hotel package system card designed to conserve standby power). The KeeB Card is an eco-friendly interior item that allows users to manage the standby power of their homes with just one card by connecting smart sensors to plugs placed throughout their homes and attaching the cardholder to walls or entrance doors. Reflecting the trend of interior accessories gaining popularity due to the pandemic, the KeeB Card was introduced as a campaign prize to encourage voluntary participation.
Furthermore, a customer-friendly campaign message was delivered through music preferred by various age groups. With the catchphrase "Small moves make big changes, so we gotta KeeB Going," a campaign song titled was released on major domestic and international music streaming platforms in collaboration with Stella Jang, a singer-songwriter and environmental activist.
In order to differentiate from existing ESG campaigns and create a definite eye-catching impact, we implemented a warm and nostalgic 2D animation with a Nordic-inspired aesthetic in the music video. Key scenes of the animation were incorporated with the design of the KeeB Card and package. The campaign actively encouraged participation through events and provided mobile and PC wallpapers on the microsite.
Lastly, the campaign was further promoted through Stella Jang's KeeB Going live performances, live shorts content, and ESG web shows and in collaboration with KB Kookmin Card's in-house creators.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 105 words used.
Result
The campaign achieved 1.1 million YouTube subscribers, with the campaign video reaching a total of 2.5 million views, 7,766 interactions, 231,065 instances of secondary content spreading, and 300,000 event participants. It recorded the highest customer engagement among ESG campaigns in the financial sector conducted this year. The campaign also garnered significant attention as it was featured as the main music content on Spotify, the world's top music streaming platform. Moreover, during the campaign period, KB Kookmin Card became the first card company to form the associated keyword "ESG" and established an image as a leading ESG company.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Mission
KB Kookmin Card designated the year 2022 as a turning point to regain its position as the No.1 card company and actively engaged in activities to establish an image as a leading ESG company driving global change. To accomplish this, PRONE focused on the most familiar environmental issue among ESG, with a specific emphasis on the everyday and closely related "standby power," aiming to generate nationwide interest. Through a customer-centric approach, we sought to create a natural nudging effect.
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