Nhn Promo DIALOGUE IN THE DARK by Nhn Korea

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market South Korea
Agency Nhn Korea
Released January 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Product/Service: EXHIBITION
Agency: NHN
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: NHN, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_dialogueinthedark
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.)
Art Director/Team Manager: Shin Myung Sup (NHN Corp.)
Identity Design/Senior Designer: Son Seung Hye (NHN Corp.)
Planner/Senior Marketer: Kwon Myo Jin (NHN Corp.)
Site/Da Design/Team Manager: Byun Sa Bum (NHN Corp.)
Site/Da Design/Designer: Lee Won Jae (NHN Corp.)
Site/Da Design/Designer: Jung Eun Ock (NHN Corp.)
Site/Da Design/Senior Designer: Kim Bong Jin (NHN Corp.)
Site/Da Design/Senior Designer: Lee Sang Min (NHN Corp.)
U.I. Developer: Park Si Hyung (NHN Corp.)
Motion Design/Designer: Lee Sung Man (NHN Corp.)
Space Planning/Marketer: Lee Eun Jae (NHN Corp.)
Space Planning/Assistant Manager: Choi Jung Hoon (NHN Corp.)
Space Planning/Designer: Jin Dal Lae (NHN Corp.)
Sound Design/Team Manager: Kim Hui Bin (NHN Corp.)
Sound Design/Senior Designer: Jun Kwang Jae (NHN Corp.)
Sound Design/Senior Designer: Jung Jae Ho (NHN Corp.)
Sound Design/Designer: Kim Byoung Ju (NHN Corp.)
Media placement: Online Banner Advertisement - NAVER (Search Portal) - 01 Feb 2010
Media placement: SNS Promotion - Me2day (Www.me2day.net) - 03 Jan 2010
Media placement: Interactive Photo Guestbook - Official Website (Www.dialogueinthedark.co.kr) - 01 Feb 2010

Describe the objective of the promotion.
In 1988, Dialogue in the Dark premiered in Germany and since then, there have been exhibitions in more than 150 cities across Asia, Europe and America. Over 6 million visitors worldwide have experienced what it means to hear, smell, taste and touch things without being able to see them. A permanent exhibition in Korea was presented by NAVER. The main goal of this project was to promote this unique experience of ‘moving beyond sight’ and encourage people’s participation.

Describe how the promotion developed from concept to implementation
step 1: Online me2day(SNS service) pre-promotion Online pre-promotions were held with the objective of virally spreading the expectation. Through SNS me2day, we asked ‘what would everyday life be like in total darkness?’ Various opinions were gathered, maximising curiosity. step 2: On-the-spot real time promotion: An interactive photo guest book was set up as a viral marketing tool to share the experience online, real time. Visitors took photos of themselves with written comments of the exhibition, which was automatically posted to the official website. Both benefitted from this - visitors had fun, word about the exhibition spread virally.

Describe the success of the promotion with both client and consumer including some quantifiable results
Recording 509,382 online banner clicks in just 10 days, more than 3000 SNS postings virally spreading, Dialogue in the Dark aroused curiosity about experiences in total darkness. Receiving wide press coverage, it sells 80% of weekday tickets (100% of weekend tickets) in advance and despite the limitation of 180 visitors per day, a total of 4,166 people experienced the exhibition, setting a remarkable record in Korea. More than 500 blog and cafe posts can be found and over 2500 people are registered on the guest book, still spreading positive comments.

Explain why the method of promotion was most relevant to the product or service
Exhibition PR in Korea mainly consists of TV, print media and online. As important as that, to spread the touching experience with good word of mouth by visitors, is a much more cost effective and trustworthy PR method. Using internet as the main media we designed tools to spread word effectively and swiftly, maximising efficiency.