In an effort to help drivers save gas, Korean petroleum corporation S-Oil launched the 'Here Balloon' campaign. The campaign used balloons filled with helium to show drivers where empty parking spots were. Empty spaces had giant yellow arrows pointing down at them so that drivers could easily figure out where to go. When someone parked in an empty space, the car would pull a string down and lower the balloon. As a result, drivers could save gas by finding parking spots efficiently.
S-Oil's campaign was conceived by ad agency Cheil Worldwide. The ad agency set out to create an image that S-Oil is an oil-saving firm. By helping drivers save gas, Cheil is branding S-Oil as a company that helps consumers save time, oil and money.