{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"INNOCEAN, SEOUL","is_link":false},{"keyword":"TITLE","content":"COME BACK HOME","is_link":false},{"keyword":"BRAND","content":"DAANGN","is_link":false},{"keyword":"ADVERTISER","content":"DANGGEUN MARKET INC.","is_link":false},{"keyword":"AGENCY","content":"INNOCEAN, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"JUNG A KIM","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KWANG HYEOK JIN","is_link":false},{"keyword":"ART DIRECTOR","content":"SUN HA CHAE\/SU JIN JO\/EUN SEO KIM","is_link":false},{"keyword":"COPYWRITER","content":"SUNG MIN PARK\/HYO JIN KIM\/YE HEE JEONG","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"CHUL SEOK CHOI","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"YUN MI CHOI\/MIN CHONG KANG","is_link":false},{"keyword":"MEDIA PLANNER","content":"SEOL HONG KANG\/JIN HEE CHOI\/TAE JUN KIM","is_link":false},{"keyword":"MEDIA AGENCY","content":"INNOCEAN, SEOUL","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In 2023, Daangn rebranded from 'Daangn Market' to 'Daangn'. This shift signaled its evolution from a local secondhand marketplace into a comprehensive ‘hyperlocal’ platform that facilitates the exchange of all neighborhood information. Amidst this transition, Daangn addressed a critical social issue in South Korea: the disappearance of nearly 70,000 people annually.\r<br>While the Korean National Police Agency (KNPA) utilized a ‘Missing Person Alert Text’ system, it faced limitations. Broad, non-targeted broadcasting often led to location mismatches and increased ‘alert fatigue’ among citizens. Leveraging its strength as a location-based platform used by the majority of the Korean population, Daangn introduced a precision-targeted solution.\r<br>\r<br>By integrating the KNPA’s real-time missing person data every 10 minutes, Daangn utilized its location-based technology to deliver alerts exclusively to users within a 1.5–3km radius of the last seen location. The system featured a map-based UI to intuitively visualize the disappearance point and integrated these alerts naturally into the community feed. This design allowed users to encounter and engage with vital information seamlessly within their daily routines, transforming neighbors into a vigilant local search network.","is_link":false},{"keyword":"INSIGHT","content":"The initiative began with a powerful insight: the people best positioned to find a missing person are not the 'distant masses,' but the 'neighbors' closest to the point of disappearance.\r<br>However, traditional broad-scale disaster alerts failed to effectively reach this critical target audience.\r<br>\r<br>As a platform where 9 out of 10 Koreans share neighborhood information, Daangn recognized that its hyper-local community infrastructure held the untapped potential to drive actual rescue efforts. By transforming local connectivity into a real-time safety net, Daangn aimed to bridge the gap between information and immediate local action.","is_link":false},{"keyword":"STRATEGY","content":"Instead of the broad, indiscriminate broadcasting used by the police agency, Daangn implemented a precision-targeting strategy that leveraged its core identity: a real-time hyperlocal network within a 1.5–3km radius.\r<br>\r<br>The strategy integrated three key pillars:\r<br>1. Hyper-Targeted Distribution: Dispatching missing person data exclusively to neighbors within the immediate vicinity of the disappearance.\r<br>2. Intuitive Visualization: Utilizing a map-based UI to transform abstract data into actionable, visual information.\r<br>3. Active Engagement: Leveraging community features to facilitate real-time reporting and peer-to-peer communication.\r<br>\r<br>By repurposing Daangn’s platform identity—originally built for local sharing—into a proactive social safety net, the campaign successfully turned passive citizens into an organized, local search force. This strategic pivot was the driving force behind the campaign's success, proving that the most effective solution for a local crisis is the community itself.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"The creativity of this campaign lies in four strategic pillars that transformed a passive alert system into an active community response:\r<br>\r<br>1. Hyper-Local Precision: By leveraging Daangn’s location-based network, missing person alerts were dispatched exclusively to neighbors within the immediate vicinity, ensuring data reached the most relevant \"critical target\" at the right time.\r<br>2. From Broadcast to Community: Unlike one-way government texts, we utilized Daangn’s community-driven DNA. Users engaged emotionally through comments, reactions, and shares, fostering a collective sense of responsibility.\r<br>3. Visual Intuition via Map UI: Daangn transformed abstract text into a visual 'Neighborhood Map UI.' This allowed users to intuitively compare their current location with the disappearance point, maximizing the probability of a sighting.\r<br>4. Sustainable Infrastructure: By building an automated solution that synchronizes National Police Agency’s API with real-time location data, Daangn moved beyond a one-off campaign to establish a permanent, scalable \"Social Safety Infrastructure.\"\r<br>\r<br>This approach redefined the local platform not just as a service, but as a vital life-saving tool integrated into the daily flow of the neighborhood.","is_link":false},{"keyword":"EXECUTION","content":"The execution focused on transforming static government data into a dynamic, life-saving community tool.\r<br>After signing an MOU with the Korean National Police Agency (KNPA), Daangn established a system that calls the KNPA’s missing person API data every 10 minutes, sharing it in real-time with neighbors within a 1.5–3km radius.\r<br>The system utilizes Map APIs to perform geocoding, extracting coordinate information and mapping it by administrative district to automatically publish posts within the Daangn app.\r<br>Additionally, by visualizing the disappearance location through Daangn’s map UI and integrating community features such as comments and sharing, the platform aimed to increase the probability of discovery.","is_link":false},{"keyword":"RESULT","content":"Within just one month of the campaign’s launch, 1,233 missing neighbors were safely returned to their families (missing person alerts were deactivated).\r<br>The campaign also contributed to app activation, with a 10-fold increase in related tab traffic and a 12-fold increase in map click-through rates.\r<br>Furthermore, the campaign won the Grand Prix at South Korea’s most prestigious advertising awards, proving both its creative excellence and significant social impact.","is_link":false},{"keyword":"URL","content":"https:\/\/youtu.be\/ZxA1KY3KIeM","is_link":true}],"files2":[{"name":"CS05_009.mp4","type":"mp4"},{"name":"CS05_009_DI01L.jpg","type":"jpg"}],"count":2}