Nongshim Case study SHIN RAMYUN BLACK INTEGRATED CAMPAIGN [video] by Nongshim Communications

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SHIN RAMYUN BLACK INTEGRATED CAMPAIGN [video]

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Industry Pasta
Media Case study
Market South Korea
Agency Nongshim Communications
Director Cha Seok Ho
Executive Creative Director Nam-Gil Ryu
Creative Director Kim Tack Kyun
Art Director Lim Suk Hyun, Kang Hye Lim, Park Jae Young
Copywriter Woo-Tak Jung, Park Mi Na, Sae Hyuck Oh
Producer Suzanne Kim, Heo Jae-Won, Keon-Ik
Account Supervisor Kwan-Joong Kim, Kim Aran
Editor Young-Hoon Jang
Production Velvetrope Creative Salon
Released January 2013

Credits & Description

Advertiser: NONGSHIM
Agency: NONGSHIM COMMUNICATIONS, VELVETROPE CREATIVE SALON
Category: Best Use of Integrated Media
Advertising campaign: SHIN RAMYUN BLACK INTEGRATED CAMPAIGN
Director: Cha Seok Ho (Okavango)
Copywriter: Jung Woo Tak (Nongshim Communications)
Producer: Keon-Ik (Velvetrope Creative Salon)
Account Supervisor: Kim Aran (Nongshim Communications)
Account Supervisor: Kim Kwan-Joong (Nongshim Communications)
Creative Director: Kim Tack Kyun (Nongshim Communications)
Producer: Heo Jae-Won (Velvetrope Creative Salon)
Editor: Jang Young Hoon (Mercury)
Art Director: Park Jae Young (Nongshim Communications)
Sound Designer: Park Soon (CM Park)
Executive Creative Director: Ryu Nam Gil (Nongshim Communications)
Art Director: Lim Suk Hyun (Nongshim Communications)
Advertiser's Supervisor: Shim Yun-Soo (Nongshim Communications)
Chief Creative Officer: Park Deok-Jin (Nongshim Communications)
Producer: Kim (Velvetrope Creative Salon)
Copywriter: Oh Sae-Hyuck (Nongshim Communications)
Art Director: Kang Hye Lim (Nongshim Communications)
Copywriter: Park Mi Na (Nongshim Communications)
Execution
As a first step, we produced a home video clip of Psy. In the clip, Psy explains how desperately he wants to be a spokesperson for Shin Ramyun Black. The video clip was recorded using an i-phone to stress its authenticity, and was uploaded on You-Tube, facebook, and so on.
Strategy
Our mission is to promote the enjoyment of Shin Ramyun Black via new and innovative communication tools.In doing so, we came up with one question. Why are commercial models always selected by advertisers? What if a commercial model selected the brand they wanted to advertise?
Effectiveness
After the campaign, brand recall increased fourfold and sales by 40%. . With Psy's ‘Gangnam Style’ reaching one billion views on YouTube, Shin Ramyun Black is also seeing increased popularity.