INTELLECTUAL’S BOOKSHELF by Nhn Korea for Nhn

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INTELLECTUAL’S BOOKSHELF

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market South Korea
Agency Nhn Korea
Designer Sang Woo Hwangbo
Released May 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: NHN CORP.
Product/Service: BOOK SERVICE
Agency: NHN
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: NHN, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_bookshelf
Creative Director/Head of Marketing Center: Jo Hang Soo (Nhn Corp.)
Project Director/Chief Designer: Kim Seung Eon (Nhn Corp.)
Planner/Chief Marketer: Kim Kyung Dong (Nhn Corp.)
Planner/Team Manager: Kang Sae Bom (Nhn Corp.)
Planner/Marketer: Choi Nak Yung (Nhn Corp.)
Identity Design/Team Manager: Shin Myung Sup (Nhn Corp.)
Identity Design/Lead Designer: Song Ho Sung (Nhn Corp.)
Identity Design/Designer: Back Seung Mok (Nhn Corp.)
Identity Design/Senior Designer: Park Eun Kyung (Nhn Corp.)
Site/Da Design/Lead Designer: Han So Youn (Nhn Corp.)
Site/Da Design/Designer: Shin Yu Ra (Nhn Corp.)
Site/Da Design/Designer: Kim Hang Sun (Nhn Corp.)
Site/Da Design/Designer: Bae Hyun Joo (Nhn Corp.)
Site/Da Design/Designer: Cha Jung Mi (Nhn Corp.)
Motion Design/Team Manager: Jung Bin Young (Nhn Corp.)
Motion Design/Senior Designer: Jung Kwang Min (Nhn Corp.)
Motion Design/Designer: Hwangbo Sang Woo (Nhn Corp.)
Motion Design/Designer: Kim Seung Bok (Nhn Corp.)
Sound Design/Senior Designer: Jung Jae Ho (Nhn Corp.)
Planner/Senior Marketer: Lee Hyun Kew (Nhn Corp.)
Media placement: Online Banner Advertisement - NAVER (Search Portal) - 01 May 2009
Media placement: In-Store Material (POP, Leaflet) - Starbucks Korea - 01 June 2009
Media placement: Tie-in Promotion - Online Bookstore Libro (www.libro.co.kr) - 01 Oct 2009
Media placement: Tie-in Promotion - Online Bookstore YoungPoong (www.ypbooks.co.kr) - 01 Sep 2009

Describe the objective of the promotion.
On average, Koreans read 10.9 books a year, the lowest of OECD countries. Society rarely encourages reading, and the number of books in public libraries is under worldwide average. NAVER is Korea’s No.1 portal site, with 17 million daily visitors. If there were a window in that space through which people could see the value of reading, we thought it could cause a movement. For NAVER to grow continuously, high-quality information in Korea is needed. It is created upon one’s thoughts, and reading is the foundation of one’s thinking. That’s why we started this campaign.

Describe how the promotion developed from concept to implementation
To spark things up we collaborated with various role models of our society and let them introduce ‘books of my life’, reveal their libraries and book collections for the first time, which attracted people’s curiosity. Accordingly, people could feel just how much reading inspired one’s life. To make people actually read these books we installed in-store bookshelves in Starbucks and displayed a collection of books monthly. Previous collections adding up to 30,000 were donated to libraries in rural areas so that books could be distributed evenly, nationwide.

Describe the success of the promotion with both client and consumer including some quantifiable results
300,000 users visited the campaign site every month, increasing to 700,000 in January. It continues to grow and over 3,500 positive blog postings can be found. 96% of books introduced as ‘the book of my life’ showed increase in sales, some even going through 4 printings. NAVER encouraged the habit of reading, through which people can share and spread valuable information. Also, NAVER has shown that it is socially responsible, as well as providing a solid foundation for the creation of high quality information contents.

Explain why the method of promotion was most relevant to the product or service
Koreans have a habit of looking at one’s bookshelf when visiting another’s house - because you can catch a glimpse of the owner’s viewpoint and tendency by the volume and genre of books. By going through a highly respected intellectual’s bookshelf, people get to learn how their role model’s character and knowledge was formed. In this sense, NAVER enables users to discover, follow the footsteps of the intellectuals and also creates an environment encouraging reading.