Korea National Tourism Organization Film, Case study Samuel Goes To Conan [video case] by Hs Ad

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Samuel Goes To Conan [video case]

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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Film, Case study
Market South Korea
Agency Hs Ad
Creative Director Chiyoung Chun
Released October 2016


Media Lotus Best Use Of Branded Entertainment & Content: Program & Platform Bronze

Credits & Description

Company Entering: Hs Ad, Seoul
Brand: Korea Tourism Organization
Advertiser: Korea Tourism Organization
Agency: Hs Ad, Seoul
Creative Director: Chiyoung Chun
Account Director: Han Joon Ryu
Account Manager: Dong Yoon Kang/Yun Sung Kim
Account Executive: Donghoon Chang/Suyearn Cha
Film Production Company: Planit Production, Seoul
Post-Production Company: Tailor, Seoul
Special Effects Company: Wide East, Seoul
Sound Production Company: Somerz, Seoul
The Brief:
People Tend To Search Information About Their Travel Destination When Planning Trips And There Are Lots Of People Who Have Uploaded Their Wonderful Memories In Korea In Their Sns Which Play Important Role On Helping Visitors Find Information About Traveling Korea. We Wanted To Let Them Know That We Dont Miss Out Single Postings That They Post About Korea And By Doing This, We Wanted People To Upload More Contents About Korea On Their Social Media So That Way People Who Are Willing To Travel To Korea Can Have More Access To Information About Korea In Sns Environment.
The Strategy:
Our Targets Were Both Who Search And Upload Contents About Traveling Korea In Sns And We First Needed To Find Someone To Thank For Showing Love And Leaving Memories They Had In Korea In Their Sns Posting. And To Express Our Gratitude To Them, It Was Time For Us To Visit And Deliver Special Memories They Have About Korea.We Decided To Collaborate With Conan, Who Is A Famous Celebrity And Has Visited Korea In Early 2016 And Left Memories In Sns. We Decided To Co-Create A Contents With Tbs Conan In Order For Him To Reminisce The Good Memories He Had In Korea And For Us To Promote Korea Tourism At The Same Time. We Named The Campaign korea Visits You' Since It Was Time For Us To Visit Those Who Visited Korea In The Past.
The Execution:
We Co-Worked With Team Coco To Create An Episode Of Korea Tourism Organization Delivering Samuel The Octopus To His Studio. We Filmed The Process Of Delivering Samuel And It Was Shown On Tbs Conan Show Introduced By Conan. From Our Side, We Made A Short Film That Shows The Whole Journey Of Samuel Leaving His Aquarium To Air Port And All The Way To His Studio In Los Angeles. This Campaign And Distributed Them In Online. We Actually Took Samuel Which Was Donated To The Local Aquarium And Went Through Customs And Actually Packed Samuel And Flew Him On An Airplane And This Was Made In To An Online Film To Show That Korea Tourism Organization Care About People Who Love Korea.
The Result:
We Wanted People To Upload More Contents About Korea With Campaign Related Hashtags So People Can Have More Access To Travel Information About Korea By Searching Those Hashtags In Sns Environment. - 7,793,827 People From 135 Countries Have Visited Our Campaign Website During The 5 Weeks Of Campaign Execution. - Total 186,169 New Postings In Sns Were Generated That Were Uploaded With 5 Campaign Hashtags: #Koreavisitsyou #Koreatrip #Korestyle #Koreafood #Korealife - No. Of Korea Trip Related Hashtags Increased From 1,081,694 To 1,267,863 Which Is Approximately 20% Increase Within 5 Weeks Of Campaign Execution