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Industry Search Engines
Media Case study
Market South Korea
Released March 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: NHN
Product/Service: NAVER
Date of First Appearance: Apr 27 2010
Chief Creative Director/CMO: Joh Su Yong (NHN)
CD/Head of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Planner/Chief Marketer: Chang In Sung (NHN)
Art Director/Chief Designer: Kim Hyoung Woo (NHN)
Art Director/Lead Designer: Jung Bin Young (NHN)
Planner/Lead Marketer: Lee Soo Kyung (NHN)
Planner/Marketer: Ha Jee Hyun (NHN)
Planner/Marketer: Park Kyung Lim (NHN)
Graphic design/Lead Designer: Song Ho Sung (NHN)
Graphic design/Designer: Kim Seung Hyun (NHN)
Motion design/Senior Designer: Lee Seong Man (NHN)
Motion design/Designer: Lee Choo Won (NHN)
Media placement: TV - MBC - 13 May 2010
Media placement: CATV - TvN - 5 April 2010
Media placement: Newspaper - Hankookilbo - 8 January 2010
Media placement: Magazine - Cine21 - 14 July 2010
Media placement: Bus - Buspia - 22 May 2010
Media placement: Subway - Samsung Station - 1 March 2010

Describe the campaign/entry
NAVER is the leading portal website in Korea with more than 70% of the market share. Although NAVER was leading company in the market, it had to cope with the competitive and interchangeable market status, take a stance against the competitors and continuously improve the brand image. Especially in 2009, the competition had become even more severe due to the huge growth of smartphone sales in Korea. Many portals launched smartphone searching apps before NAVER did.
In order to keep the leader position not only in online but also in mobile, NAVER focused more on the unique characteristics of Korean language and quality of search database, applying its unique marketing tool “NAVER Cross Media”, which can expect effective brand exposure with less marketing expenses.

Describe how the campaign/entry was launched across each channel in the order of implementation
Korean letters are unique and different from English. Many companies tried to induce people to visit their websites and to get more information about the brands. But there were problems when they converted the short Korean brand names into the longer English URLs. (Ex.흥국생명=HeungKookSaengMyung) To solve this problem, NAVER developed the NAVER Cross Media that allowed users to search any brand websites with Korean letters instead of English URLs. By using the NAVER's search frame, "Green Window", people could search anything with the Korean keywords. NAVER also added "+mobile" icon to their Green Window to let the users know that the optimum search was also possible in mobile environment. NAVER and partner companies have been doing this co-marketing with the barter trade without any cash transactions. NAVER can expose its Green Window icon on the brands’ advertisements and companies can induce people to visit their websites through Cross Media.

Give some idea of how successful this campaign/entry was with both client and consumer
With NAVER Cross Media, NAVER can maximize its brand exposure in newspapers, TV, and movies without paying extra marketing expenses. NAVER has made over 387,000,000 worth of US dollars of TV commercial effect via Cross Media. People easily and effectively can use the exposed keywords in on-line and mobile searches. It makes NAVER keep its leading position in on-line research and elevates the search hits (QC) by 67% on the NAVER mobile search. NAVER has been named as "The most trustworthy business" for two years in a row because Cross Media shows the keywords intuitively and gives people what they want. These kinds of user experiences have gained credibility for NAVER’s search engine so that NAVER could elevate our client's reputation as well. Cross Media has proven itself to be the most viable and ideal solution for the challenges NAVER was faced with in a competitive market situation.