THE SENSORY LIGHT BOX by Cheil Seoul for Nikon

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Industry Photo & Video Cameras, Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market South Korea
Agency Cheil Seoul
Art Director Eunha Ko, Sungjoon Na, Kakyoun Park, Hyesung Baik
Copywriter Yunyoung Huh
Released July 2008


Cannes Lions 2009
Media - Bronze

Credits & Description

Advertiser/Client: NIKON
Product/Service: CAMERA
Entrant Company: CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency: CHEIL WORLDWIDE Seoul, KOREA
Creative Credits
Name Company Position
Sungjoon Na Cheil Worldwide Art Director
Eunha Ko Cheil Worldwide Art Director
Kakyoun Park Cheil Worldwide Art Director
Hyesung Baik Cheil Worldwide Art Director
Yunyoung Huh Cheil Worldwide Copywriter
Bom Communications Production
H Studio Photographer
Results and Effectiveness:
Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day).
Creative Execution:
Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions.
Insights, Strategy and the Idea:
The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases.