Why is this work relevant for PR?

To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales fo our client’s Anjuya products - convenience food that are often had when drinking. Instead of hindering people from going out to drink, we wanted to make it more enjoyable to drink alone at home.

Background

According to government statistics, the place with the highest risk of coronavirus transmission is bars. In Korea, only 25% of people wear masks in bars, and 2,227 people have been infected with COVID-19 in bars and clubs within the last 6 months. Drinking and talking in bars is a serious cause of the spread of the coronavirus around the world. So much so that Anthony Fauci, Chief Medical Advisor to the U.S. President, warned that “drinking inside bars is one of the riskiest things you can do right now”.

Describe the creative idea (20% of vote)

To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. The fan will keep you cool throughout the day, and when you feel like having a drink at home, it’ll become your drinking buddy.

Describe the PR strategy (30% of vote)

We wondered how we could get people to drink in the safety of their homes. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales for our client’s Anjuya products - convenience food that are often had when drinking. Instead of hindering people from going out to drink, we wanted to make it more enjoyable to drink alone at home.

Describe the PR execution (20% of vote)

In the summer of 2021, when cluster infections in bars were frequent, the Cheers Fan was sold as a set with Anjuya’s products, convenience food that people like to eat when drinking, In just one day, it sold out on Auction, Gmarket, 11Street, KakaoTalk Gift, and Naver Shopping - Korea’s five biggest online shopping sites-, and the total supply of 5,000 units was sold out within a month.

List the results (30% of vote)

The campaign garnered 46 million mentions on social media, and people were highly entertained by this fun way of drinking alone. The campaign film reached 12 million views within just one month, and with wide media coverage (87 times), the campaign’s earned media value was measured at 1.5 billion KRW. Brand likeability reached 72%, and purchase intent jumped by 69%. Online sales of the client’s “Anjuya" products spiked by 42%, an unusual feat in the food brand business. The “Cheers Fan” gave people that were tired from the prolonged pandemic something to smile about, and consumers’ attitudes towards drinking alone at home instead of bars improved by 54.6%. “It’s charming. It’s witty. Drink solo.” - Herald Business “Goods that reflect the times” - The PR ‘“Cheers Fan, sold out in one day” -MBC NEWS “Escape the heat and the loneliness at once” - HYPEBEAST “Improved brand image and new customers, two birds with one stone” - PAX E TV

Please tell us about the brand in relation to the locality or market where the product / service is distributed

In Korea, only 25% of people wear masks in bars, and 2,227 people have been infected with COVID-19 in bars and clubs within the last 6 months. According to government statistics, the place with the highest risk of coronavirus transmission is bars. To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales for our client’s Anjuya products - convenience food that are often had when drinking. Brand likeability reached 72%, online sales of the client’s “Anjuya" products spiked by 42%, an unusual feat in the food brand business. Consumers’ attitudes towards drinking alone at home instead of bars improved by 54.6%.