Maeil Dairy Promo, Case study TRICK OR TREAT? by Cheil Seoul

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Kyungsun Chang
Art Director Seungyon Chung
Copywriter Jaeyoung Min
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Product/Service: MCC KOBE KITCHEN
Date of First Appearance: Nov 8 2010
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Kyungsun Chang (CHEIL)
Copywriter: Jaeyoung Min (CHEIL)
Art Director: Seungyon Chung (CHEIL)
Account Planner: Soohyun Kim (CHEIL)
Account Planner: Eunjoo Lee (CHEIL)
Account Planner: Jinhee Kwon (CHEIL)
Crossover Group: Gwan Lee (CHEIL)
Crossover Group: Jinwook Paeng (CHEIL)
Crossover Group: Juno Ji (CHEIL)
Crossover Group: Hyungjin Kim (CHEIL)
Account Executive: Wanryong Bae (CHEIL)
Account Executive: Hyeyoung Chang (CHEIL)
Account Executive: Seonhwa Hwang (CHEIL)
Media placement: Bus Shelter - Bus station - 8 Nov. 2010
Media placement: Cinema Advertising - CGV, Mega Box - 8 Nov. 2010
Media placement: Poster - Street - 8 Nov. 2010
Media placement: Microsite - Internet - 8 Nov. 2010
Media placement: Shop - Shinsa-dong - 8 Nov. 2010

Insights, Strategy & the Idea
The instant curry market in Korea had been dominated by one brand, Ottuki for the past 40 years. In 2010, MAEIL DAIRIES decided to enter the market with refrigerated curry. Their biggest challenges were: drawing the attention of consumers to a completely new brand of curry; breaking the preconception that instant curry is not particularly tasty and is just a fast method of serving curry. There were many brands in the past who have tried to enter the curry market, but all failed. In light of this, we decided to do something totally unique for MAEIL DAIRIES’ surprise show.

Creative Execution
First of all, we called the product KOBE KITCHEN. The name itself confused people. We produced a movie, KOBE KITCHEN prior to the launch of the new product. Then we promoted the movie by releasing a film trailer and posters. At the same time, we created a virtual restaurant also named KOBE KITCHEN. This immediately stirred keen curiosity with viewers and even a bit of controversy. We then waited until precisely the right moment when peoples’ curiosity had reached its peak to announce that KOBE KITCHEN wasn’t a movie or restaurant, but a Japanese instant curry.

Results and Effectiveness
After the announcement, swarms of comments were posted on blogs, twitter accounts, and all the social network sites saying how deceived everyone was. It proved KOBE KITCHEN changed consumers’ perception of retort curry. The impression was that KOBE KITCHEN seems to be freshly cooked curry from a traditional Japanese restaurant. The campaign successfully reached 62.5% purchase intention rate after only 15 days of its launching and set a new sales record amounting to 4 times of its competitor brand sales.