{"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 South Korea, approximately 70,000 people go missing every year. To facilitate rapid discovery, the Korean National Police Agency (KNPA) introduced the ‘Missing Person Alert Text’ system in 2021, broadcasting alerts via mobile devices. However, this broad-scale approach faced limitations, including location mismatches and \"alert fatigue\" due to the excessive range of data dissemination.\r<br>\r<br>Daangn, South Korea’s No. 1 local community platform, addressed this by utilizing its proprietary ‘Radius Targeting Technology’ to deliver missing person data exclusively to neighbors in specific areas. The strategy centered on a sophisticated Use of Data: synchronizing the KNPA’s real-time API data at 10-minute intervals and integrating it with location-based technology. This ensured that alerts were accurately transmitted only to mobile users within a 1.5–3km radius of the last-seen location.\r<br>\r<br>As a result, within just one month of the campaign’s launch, 1,233 missing neighbors were successfully located and their alerts deactivated, demonstrating the powerful impact of data-driven, hyperlocal mobile media.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The insight was simple: the most effective search party is not the \"distant masses,\" but the \"neighbors\" closest to the incident. While traditional broad alerts failed to reach this critical target, Daangn utilized its hyperlocal connectivity to prioritize precision and timeliness over sheer reach.\r<br>\r<br>The creativity of this campaign lies in redefining media not merely as a communication tool, but as a location-based action system. Rather than creating new ad spaces, Daangn integrated verified police data directly into its community feed and 'Neighborhood Map' interface, transforming the existing platform environment into a real-time safety net.\r<br>\r<br>By visualizing the disappearance location on a map, users could intuitively grasp the situation. This integration, combined with interactive features like comments and shares, enabled immediate reporting and collective response. This strategic use of data and mobile interface turned an everyday app into an active medium for social protection, bridging the gap between digital information and physical rescue.","is_link":false},{"keyword":"STRATEGY","content":"Traditional media strategies for missing person searches focused on broad, mass-scale broadcasting. In contrast, the 'Come Back Home' campaign adopted a precision-based approach, delivering information rapidly to people in the specific neighborhood where the missing person was last seen.\r<br>\r<br>This was made possible by Daangn, a hyperlocal platform where 9 out of 10 Koreans exchange local information. Strategically, Daangn synchronized the KNPA’s missing person data at 10-minute intervals and integrated it with location-based technology to target only the 'most relevant neighbors' within a 1.5–3km radius.\r<br>\r<br>Furthermore, by intuitively visualizing locations through a map-based UI and integrating alerts into the community feed, the campaign ensured users could access and act upon information within their natural daily flow. By redefining a commercial platform as a new media channel for a sustainable social safety net, the campaign transcended the limitations of conventional search methods through data-driven mobile innovation.","is_link":false},{"keyword":"EXECUTION","content":"First, Daangn signed an MOU with the Korean National Police Agency (KNPA) to ensure the campaign functioned as an official, credible rescue system rather than a mere collection of goodwill tips.\r<br>Subsequently, we established a system that calls the KNPA’s missing person API data at 10-minute intervals, sharing it in real-time with neighbor users within a 1.5–3km radius. Using Map APIs, the system performs geocoding to extract coordinate information and maps these regions by administrative district to automatically publish posts within the Daangn app. Furthermore, by visualizing locations through Daangn’s Map UI and integrating interactive features like comments and shares, the platform maximized the probability of discovery.","is_link":false},{"keyword":"RESULT","content":"Within just one month of its launch, the 'Come Back Home' campaign successfully led to the safe return of 1,233 missing neighbors. By inducing high engagement and voluntary participation from neighbors, the campaign proved that a hyperlocal media strategy can generate tangible social outcomes beyond mere awareness.\r<br>\r<br>Distinct changes also emerged regarding platform performance. During the campaign period, traffic to the 'Accidents & Incidents' tab within the Daangn app increased 10-fold, and missing person markers on the neighborhood map recorded a click-through rate 12 times higher than standard markers. These metrics demonstrate a substantial shift in user behavior toward local safety information.\r<br>\r<br>Furthermore, in December 2025, the initiative won the Grand Prix at South Korea’s most prestigious advertising awards, once again proving the campaign's innovative media approach and profound social impact. This success establishes Daangn as a pioneering media channel that effectively bridges the gap between digital data and real-world community safety.","is_link":false}],"files2":[{"name":"ME05_002.mp4","type":"mp4"},{"name":"ME05_002_DI01L.jpg","type":"jpg"}],"count":2}