Execution

Phoenix park - Why here? Challenge: Phoenix Park is the most well-known winter sports resort in Korea. However, people tend to visit there only a few times in a year because it is located far from Seoul. We needed an advertising campaign that could minimise the distance in people's mind so that they could stop by Phoenix Parks whenever they want. Solution: We used the bus floors as the applicable new media - we wrapped snowboard figures in actual size on the floors. People also could find the message "Why here? Go to Phoenix Park!" on the floor. As the bus moved, passengers could feel as if they were actually snowboarding. We intended people to feel strong desires to go snowboarding at the Phoenix Park. Results: Beyond one-way communication ad, people could easily become involved with this campaign and have fun with it. This joyful memory helps people to view Phoenix Park as a close and friendly place, rather than just far one in distance. There are no precise estimates on the ski season in 2008-2009 yet, but the field responded that the number of visitors has remarkably increased.

English Translation of Main Headlines

Why here?