An introvert who likes corners.

‘I’m 99% Introvert’ Proper Parking Campaign

CLIENT: Gbike (GCOO)
SCOPE: Creative & Strategy · Media · Promotion
ON AIR: 2026.08.07 ~
MODEL: Actor Um Tae-goo
CHANNEL: YouTube · Subway & urban OOH · Device voice guidance · GCOO app

A ‘proper parking’ campaign for the shared mobility service GCOO. Starting from the fact that recommended parking zones all sit at the edge of the street, the campaign made GCOO an introvert who likes corners.

Challenge

Annoyance at shared scooters blocking the way had hardened into resentment, and even properly parked devices drew a ‘scooters again’ look. How to park was already explained in the app and on the street. The task was to make that guidance come to mind at the moment riders actually park.

Insight

The ‘recommended parking zones’ guideline from the Presidential Committee on the Fourth Industrial Revolution points to spots along building walls and fences or around bike racks. Every one is an edge, away from the middle of the street. A quiet corner over a crowded center: an introvert’s spot.

Idea

Places that make GCOO uncomfortable are places not to park; places where GCOO feels at ease are places to park. One line for the moment of parking: ‘Right, GCOO’s an introvert.’

YouTube views, three main videos combinedAs of 2026.9.30

Straight in the top 5 of TVCF Today’s CreativeBoth the 30-second and full versions, 9.7–9.30

TVCF Today’s Creative30-second version, as of 2026.10.6

Participants in the GCOO app’s ‘Proper Parking Pledge’Cumulative, as of 2026.10.8

Film

One actor, two roles.

YouTube full version 1:46 · 30s · 30s Shorts · Subway & urban OOH

Um Tae-goo plays two parts: ‘Introvert Um Tae-goo’, the voice of GCOO, and a noir-style field operations staffer. The full version runs through GCOO’s self-introduction, an awkward moment, the staffer’s entrance and four spots where GCOO feels at ease. The closing copy is ‘Please park where it’s good for people and for GCOO.’

Um Tae-goo peeking out from behind a tree with a GCOO scooter, key visual ‘I like it here’ — Key visual ‘I like it here’

A personality test on a phone beside GCOO handlebars, with ‘Strongly agree’ selected for ‘I like being alone’ — ‘I’m an introvert’

A GCOO bike parked on tactile paving, with a passerby’s feet — An awkward spot, on tactile paving

Um Tae-goo as the field operations staffer in a green helmet, standing in front of trees — The noir-style field operations staffer

The field operations staffer facing a GCOO bike on a crosswalk — GCOO in the middle of the street, and the field operations staffer

Watch the full version1:46

Device Voice

At every rental and return.

Voice guidance on GCOO bikes and scooters nationwide

GCOO’s voice from the film became the voice guidance on GCOO devices nationwide. Riders hear Um Tae-goo say ‘Please park properly after your ride’ when they rent, and ‘Please check that you’ve parked properly’ when they return.

Close-up of GCOO bike handlebars with the subtitle ‘GCOO is an introvert’ — ‘GCOO is an introvert’

A GCOO bike parked in front of a flowerbed beside the sidewalk, with the on-screen text ‘Around flowerbeds and sculptures beside the sidewalk’ — A comfortable spot, around flowerbeds and sculptures beside the sidewalk

A rider parking a GCOO bike next to a bike rack, with the on-screen text ‘Around bike racks’ — A comfortable spot, around bike racks

Participation

A pledge and a letter.

GCOO app · Letters on devices · YouTube comment quiz

The ‘Proper Parking Pledge’ in the GCOO app gave everyone who signed a KRW 1,000 discount coupon, and the app showed the participant count in real time. The ‘GCOO Lucky Letter’, a printed tag, hung on device handlebars: four proper parking zones on the front; on the back, a letter from GCOO and a lucky code that could be registered in the app for a prize. On YouTube, a comment quiz asked viewers to name the four parking zones GCOO likes.

GCOO app screen ‘Proper parking, please take the pledge’, with a KRW 1,000 coupon and 99,135 participants — App pledge, 99,135 participants (2026.10.8)

Front of the letter hung on device handlebars, with the key visual and a guide to proper parking zones — Letter front, a guide to proper parking zones

Back of the letter, ‘Find the GCOO Lucky Letter!’, with a letter from GCOO and a lucky code — Letter back, a letter from GCOO and a lucky code

“I’ll quietly do my part too. GCOO gets parked properly, in its designated spot!”
YouTube comment

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