Execution

For 40 years, one brand dominated the instant curry market in Korea. Despite this fact, in 2010, Meail Dairies wanted to break through in the curry market with their own new brand, Kobe Restaurant. However, they faced a difficult challenge - capturing the interest of uninterested Korean consumers - particularly in introducing a new curry brand. There are 5.67 million Koreans who rely on the bus transportation system. Capturing the use of bus shelter media, our idea was to use the advertising boards to capture the attention of bus passengers. Step 1. The scent of real curry, the sound of a restaurant and heat are emitted to give passengers a sense that they are at a real Japanese reataurant. Step 2. The backside of the wall shows a mock entrance, giving a sense of 'walking in' to the restaurant.