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Industry Search Engines
Media Promo & PR, Case study
Market South Korea
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NHN
Date of First Appearance: Apr 27 2010
Entrant Company: NHN CORPORATION, Seongnam, KOREA
Chief Creative Director/Chief Marketing Officer: Joh Su Yong (NHN)
Creative Director/Head of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Planner/Chief Marketer: Chang In Sung (NHN)
Art Director/Chief Designer: Kim Hyoung Woo (NHN)
Art Director/Lead Designer: Jung Bin Young (NHN)
Planner/Lead Marketer: Lee Soo Kyung (NHN)
Planner/Marketer: Ha Jee Hyun (NHN)
Planner/Marketer: Park Kyung Lim (NHN)
Graphic design/Lead Designer: Song Ho Sung (NHN)
Graphic design/Designer: Kim Seung Hyun (NHN)
Motion design/Senior Designer: Lee Seong Man (NHN)
Motion design/Designer: Lee Choo Won (NHN)
Media placement: TV - MBC - 13 May 2010
Media placement: CATV - TvN - 5 April 2010
Media placement: Newspaper - Hankookilbo - 8 January 2010
Media placement: Magazine - Cine21 - 14 July 2010
Media placement: Bus - Buspia - 22 May 2010
Media placement: Subway - Samsung Station - 1 March 2010

Insights, Strategy & the Idea
Naver is the biggest Web portal in Korea, commanding about 70% of the market share.
Naver became the leading company in the industry, but was under constant pressure from its competitors.
With the emergence of new mobile market, staying ahead of others became a more daunting task.

A leading company has no other choice but to continuously spend a huge sum of money in marketing to stay ahead of the pack. How can we keep our brand awareness while spending less? We deliberated.

Naver has observed businesses wanting to bring consumers into their online marketing. To lead consumers searches for specific brands on the Web, Naver suggested "CrossMedia" which exposes the Naver's search identity through advertisements.
In this way, Naver could expose its identity on different media at no costs, and generate more hits and searches on Naver.com.

Creative Execution
1. Iconizing of Search
Like others, Korean companies have their URL in English.
But communicating with Korean customers with confusing URLs was never easy.

Korean Web surfers prefer to be redirected to the target Website by a search engine, instead of directly visiting it by typing its URL in the address box.
We created a search action called green window out of this behavioural pattern for searching Korean keywords. We visualized the green box as a brand identity.

2. Cross Media : Exposing our identity through the advertisements of other brands
We proposed to other brands that they should put the "Green Window & Keywords" in their advertisements.

With this, it created an opportunity for them to attract visitors to their Websites, and a way of exposing identity through their advertisements for Naver, as well as a way to experience the Naver's search engine. It's an ideal way of co-marketing.

Results and Effectiveness
Many businesses are now working with Naver.
All their marketing activities are on Naver’s CrossMedia.
People see our advertisement everywhere, but we don't pay for that.

Naver enjoyed more than US$ 330 million worth of advertisement through CrossMedia (2010).

Naver can lead and expand the market share in the mobile sector with this strategy.

Others’ advertising expenses in which Naver's Green Window was exposed (2010):

The rate of Naver's mobile search QC increase after the expansion of mobile sector within CrossMedia:

Naver's market share for wired & wireless mobile search services (7% increase):