DM PEN OF GOD by Openeyes DDB Almaty

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Industry Website
Media Direct marketing
Market South Korea
Agency Openeyes DDB Almaty
Creative Director Charmaine Choi, Gun-Woong Choi
Art Director Ji-Hyun Lim, Im Hyun Bin
Copywriter Daniel Ko, Il-Jin Ko, Kim Hutcheson, Myung-Ki Kim, Gaurav Soi, Nelson Hur
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MNF24.COM
Date of First Appearance: Aug 6 2010
Entrant Company: OPENEYES, Seoul, KOREA
Entry URL:
Creative Director: Gun-Woong, Choi (Openeyes)
Art Director: Ji-Hyun, Im (Openeyes)
Copywriter: Il-Jin, Ko (Openeyes)
Sound & Mix: Young-Ho, Lee (Openeyes)
Copywriter: Myung-Ki, Hur (Openeyes)
Copywriter: Soi, Kim (Openeyes)
Media placement: Viral Film - On-Line - 6.August 2010
Media placement: Direct Mail - Off-Line - 30.August 2010

Describe the brief/objective of the direct campaign.
Most of Korean students buy stationary goods at off-line stores.
The goal is to make those students visit
MNF, an on-line stationary shop.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our target, students in Korea,
Lives in examination hell.

So, They are under great stress,
We realized that when these students
guess on a question they don’t know,
They hope the god of examination named Zikshin descends upon them.

Our idea is to use the power of Zikshin
to save Korean students living in hell.

Explain why the creative execution was relevant to the product or service.
Pen with power of Zikshin!

Our team created Zikshin physical appearance and
a legend of him to prove that Zikshin exists.

And we held a ritual to bring Zikshin to us and
capture his power into the pen.

The pen with power of Zikshin can be used
whenever students encounter a challenging question.

Pen is only effective when a magical spell
“ommani-Zikara-mongtang-heum” is used before guessing
and that Zikshin-pen must be faced south until the day of examination.

We spread the video on the d-100 day of KSAT
the most important examination in Korea.

Students who wrote their story about
their desire for Zikshin on MNF 24 homepage
were sent the Zikshin-pen with the power of Zikshin.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the Campaign period, more than 20,000 people
visited MNF 24 homepage
and 1,000 pens were delivered to students.
And 2010 KSAT score was slightly increased
We believe that it’s because Zikshin exists.
Believe It or Not.