Cj Promo, Case study CHEERING SCALE by Cheil Seoul

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Industry Non-alcoholic drinks, Vitamins & Diet Complements
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Art Director Youna Chung, Yubin Bang
Copywriter Misu Yi
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: CJ
Product/Service: FATDOWN DRINK
Date of First Appearance: Jun 16 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Art Director: Youna Chung (Cheil Worldwide)
Art Director: Yubin Bang (Cheil Worldwide)
Copywriter: Misu Yi (Cheil Worldwide)
Media placement: Promotional Gift - scale - 16 May 2009

Results and Effectiveness
This promotional event held in September 2009 and created quite a buzz on the website. As a result, the promotion term was extended for two months and the sales rate for Fatdown has 42% increased over the period.

Creative Execution
Reach your ideal weight, reach your ideal partner - FatDown

Insights, Strategy & the Idea
Promotonal gift for ‘FatDown’, a body fat dissolving drink. Promotional gift scale with the images of the members of opposite sex as its measurement mark were distributed. The message conveyed in this gift is as follows: The more the user of the scale loses his / her weight, the more attractive their partners will be.