Innocean Launches S.O.S Best Idea 'MASK ID' Campaign

Innocean Worldwide conducted the 'MASK ID' campaign planned by the winning team of the S.O.S program.

[Asia Economy Reporter Lim Chunhan] Innocean Worldwide announced on the 17th that it conducted the ‘MASK ID’ campaign planned by the winning team of the S.O.S (Social Problem Solver) program, which aims to improve nationwide awareness of the COVID-19 virus and create a new culture, in collaboration with the Ministry of Health and Welfare.

The S.O.S campaign is Innocean’s representative talent donation social contribution program that proposes solutions to social problems based on the unique creative capabilities of an advertising company. It invites campaign ideas from university students aspiring to become advertisers, selects the best idea, and provides the winning team with a five-month internship and mentoring, supporting them to directly execute the campaign.

The MASK ID campaign by students Sohn Dahoon and Jang Hayoung was designed to encourage indoor mask-wearing by introducing a system where, instead of entering a password when connecting to Wi-Fi in places like cafes, users must verify their wearing of a mask to gain access.

This system, designed together by the two students and Innocean’s Creative Alpha team, was installed last month on the 14th at a coffee shop near Gangnam Station. When customers set up the cafe’s internal Wi-Fi and open a web browser, they are automatically redirected to a mask-wearing verification page, and usage time is limited to one hour in compliance with quarantine guidelines. The mask verification system uses artificial intelligence (AI) deep learning to recognize various mask-wearing appearances with an accuracy rate exceeding 95%. It detects improper mask-wearing behaviors such as hanging the mask on the nose or chin, encouraging correct mask usage.

Marking its 10th season last year, the S.O.S program was conducted as an idea contest for university students under the theme of post-COVID cultural improvement campaigns. The team with the best idea received the Minister of Health and Welfare Award, a prize of 5 million KRW, and an experiential internship opportunity at Innocean. As part of this campaign, Innocean also supported 300 social welfare centers serving vulnerable groups with masks worth approximately 36 million KRW, using social contribution funds from its employees.

An Innocean official stated, “The MASK ID campaign is a good example of identifying social issue needs and proposing a suitable digital-integrated creative solution,” adding, “We will continue to establish various platforms to nurture future advertisers and sustain social contribution activities based on creativity.”

This content was produced with the assistance of AI translation services.