Lotte Chilsung Promo, Case study WHAT % OF YOUR LOVE IS LACKING? by Daehong Communications

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WHAT % OF YOUR LOVE IS LACKING?

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Industry Pre-Mixed Cocktails, Soft Drinks
Media Promo & PR, Case study
Market South Korea
Agency Daehong Communications
Director Liukh Yu
Executive Creative Director Kyoung Nam
Creative Director Jae-Cheul
Copywriter Kim Hutcheson, Sae Byul
Producer Ji Woong, Yanyan Yang
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: LOTTE CHILSUNG BEVERAGE
Product/Service: SOFT DRINK
Agency: DAEHONG COMMUNICATIONS
Date of First Appearance: Jul 16 2010
Entrant Company: DAEHONG COMMUNICATIONS, Seoul, KOREA
Executive Creative Director: Kim, Kyoung Nam (DAEHONG COMMUNICATIONS)
Creative Director: Kim, Jae Cheul (DAEHONG COMMUNICATIONS)
Senior Art Director: Kim, Jung Hwa (DAEHONG COMMUNICATIONS)
Copywriter: Kim, Sae Byul (DAEHONG COMMUNICATIONS)
Junior Art Director: Chung, Da Won (DAEHONG COMMUNICATIONS)
Account Executive: Park, Gye Nam (DAEHONG COMMUNICATIONS)
Account Executive: Kim, Jung Hun (DAEHONG COMMUNICATIONS)
Director: Liukh (LIUKH PRODUCTIONS)
Producer: Yang, Ji Woong (PAPACA PRODUCTION AGENCY)
Sound Designer: Byun, Jae Hyun (FLOOR6)
Assistant Director: Kim, Yong Min (LIUKH PRODUCTIONS)
BTL Planner: Kim, Sang Hyun (DAEHONG COMMUNICATIONS)
Cameraman: Choi, Moon Yong (DAEHONG COMMUNICATIONS)
Account Planner: Kim, Han Joo (DAEHONG COMMUNICATIONS)
Media placement: TV Campaign - MBC, KBS, SBS, Cable TV - 16, July 2010
Media placement: Mobile - Microsoft Tag - 16, July 2010
Media placement: Theater - Lottecinema - 16, July 2010
Media placement: Website - Online - 16, July 2010
Media placement: Poster - Bus Shelter - 1, August 2010
Media placement: Poster - Subway LED Screen - 1, August 2010
Media placement: Postcards - Supermarket - 1, August 2010
Media placement: Package - Supermarket - 1, August 2010
Media placement: Viral UCC - Youtube - 10, August 2010

Insights, Strategy & the Idea
The popular soft drink "2%" used to be loved by youth in Korea.
The brand almost faced a crisis 10 years after its peak.
When tea beverages hit the market, 2% started to diminish in people’s mind.
To attract consumers, in their twenties, our most important target, we changed everything. Our strategy was to focus on 100. We developed 100 packages and used 100 different channels.
In order to overcome the budget constraints, we decided to use the package as the media itself to connect the full story of TVCF. Using mobile phones and UCC, interactive communication was possible.

Creative Execution
We created love graphs which chart the beginnings of a thirst for love through to the ending of love. We put one hundred stories based on the theme of "Love in your 20's" on the package. We focused on one on one communication in order to create commonality among people. The package was the media itself to connect the full story of the TVCF via smart tag. Using outdoor advertising, TVCF, viral marketing and UCC video clips, we encouraged consumers to upload their own user- created- content using mobile devices and post their love stories. As a result, over 1000 UCC clips and love stories were posted and shared.
The media used in this campaign: TV, outdoor advertising, internet, package design and mobile devices: had organic form of links, and achieved great synergy.

Results and Effectiveness
*Over 10,000 posts about love were posted on the website
*Visitors through Smart Tag: Over 708,719 people
*Average of 25.9% increase in sales for the first three months after launching the campaign
*Over 50% increase in sales, in month of October
*Over $3,000,000 U.S.D in sales gains in three months (compared to 2009)
10 years of continuous falling of sales finally turned around.
Finally, 2% regained the title of “20’s representative soft drink”. Newspapers and magazines covered the story as a successful marketing case. It was studied at the universities as a successful example of marketing in Korea.