{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CAMPAIGN SUCCESS","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":"Every year, 70,000 people go missing in South Korea. To facilitate rapid recovery, the Korean National Police Agency (KNPA) introduced the ‘Missing Person Alert Text’ system in 2021, broadcasting data to citizens via mobile devices. However, the system faced significant hurdles: the overly broad broadcasting range led to location mismatches and increased \"alert fatigue\" among the public.\r
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In response, Daangn, South Korea’s No. 1 local community platform, decided to dispatch missing person data by precisely targeting neighbors in the specific areas where disappearances occurred. Leveraging Daangn’s proprietary ‘Radius Targeting Technology,’ the platform opted to deliver information exclusively to residents in the neighborhoods where the missing person was last seen.\r
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By synchronizing the KNPA’s missing person data at 10-minute intervals and integrating it with location-based technology, the information was accurately transmitted only to users within a 1.5–3km radius of the disappearance point. As a result, within just one month of the campaign’s launch, 1,233 missing neighbors were successfully located and their alerts were deactivated, demonstrating the immense effectiveness of hyperlocal community action.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The initiative originated from 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. However, traditional broad-scale disaster alerts failed to effectively reach this critical target audience.\r
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As a platform where 9 out of 10 Koreans share neighborhood information, Daangn recognized that its hyperlocal community infrastructure held 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. This strategic shift redefined the role of a community app from a simple information exchange into a vital, life-saving infrastructure.","is_link":false},{"keyword":"STRATEGY","content":"Leveraging Daangn’s identity as a community that shares real-time neighborhood information within a 1.5–3km radius, Daangn established three strategic pillars to overcome the limitations of broad, text-only disaster alerts:\r
1. Hyper-local Dissemination: Alerts were confined to a narrow radius at the specific neighborhood level where the disappearance occurred.\r
2. Visualized Intelligence: Utilizing Map UI, Daangn transformed abstract data into intuitive visual locations.\r
3. Interactive Communication: Through community features like comments, reactions, and shares, we created a real-time forum for eyewitness reporting and situational updates.\r
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By expanding Daangn’s identity from a local community into a social safety net, the campaign successfully converted the platform’s influence into tangible public value. This strategic approach ensured that the information did not just reach people, but mobilized the right people in the right place.","is_link":false},{"keyword":"EXECUTION","content":"Following 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
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
Furthermore, 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. This automated, location-based infrastructure ensured that life-saving information was delivered with both speed and precision.","is_link":false},{"keyword":"RESULT","content":"Within just one month of the 'Come Back Home' campaign's launch, 1,233 missing neighbors were successfully located and had their cases closed.\r
The campaign also significantly contributed to app activation, resulting in a 10-fold increase in related tab traffic and a 12-fold increase in map click-through rates. Furthermore, the initiative won the Grand Prix at South Korea’s most prestigious advertising awards, proving the campaign's creative excellence and its profound social impact.\r
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These results demonstrate that Daangn's hyperlocal technology can function as a powerful, life-saving infrastructure for the community.","is_link":false},{"keyword":"URL","content":"https:\/\/youtu.be\/ZxA1KY3KIeM","is_link":true}],"files2":[{"name":"EF07_010.mp4","type":"mp4"},{"name":"EF07_010_DI01L.jpg","type":"jpg"}],"count":2}