Alba Chunkuk: How Korean part-time workers got full-time respect

Alba Chunkuk, a part-time work portal, used TV and outdoor ads and PR to change attitudes towards part-time work in South Korea.

Campaign details

Advertiser: Alba ChunkukBrand: Alba ChunkukAgency: Weber Shandwick KoreaCountry: South Korea

Situation analysis

Korea's sluggish job market resulted in an increasing number of people working part-time. In 2015, there were more than one million part-time workers in Korea and this was predicted to increase by 20-30,000 people each year. The majority of part-time workers are teenagers or young adults between the ages of 20 and 30, who earn minimum wage; KRW 6,000 (USD $5) per hour.

To gain a better understanding of its target audience, Alba Chunkuk, Korea's top part-time job portal,...

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