MADE IN KOREA

TitleMADE IN KOREA
BrandKOREA TOURISM ORGANIZATION
Product / ServiceKOREAN TOURISM
CategoryA05. Alternative Media
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
DM/Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA

Credits

Credits

Name Company Position
Alex J.kwon Cheil Worldwide Creative Director
Taezin Im Cheil Worldwide Art Director
Boram Park Cheil Worldwide Art Director
Hyunjung Kim Cheil Worldwide Art Director
Joongsik Choi Cheil Worldwide Copywriter
Jungki Park Cheil Worldwide Account Executive
Eunjin Yoon Cheil Worldwide Account Executive
Leeseok Kim Producer

The Brief

South Korea is a country where ample and numerous tourist sites are readily available for visitors; however, Korea’s tourism competitiveness is not placed even within the Top 30 worldwide. In order to boost Korean tourism, the Korea Tourism Organization needed a bright idea to publicize Korea to the rest of the world. Using an extensive and broad message without media cost, we invented a new medium that no one has ever tried before.

Creative Execution

It is the most extensive and broad message without media cost. It’s a simple idea, but we invented a new medium that no one has ever tried before. The “Made-in-Korea” export products campaign has had successful results after the launch. We bring the message of Korea to those who are used to checking where products are from.

Describe the creative solution to the brief/objective.

South Korea is a nation with high export products and maintains a well-developed manufacturing industry. We were attracted by the use of common messages on exported products, such as tags on products and package boxes. As a solution, we included a message “A Traveler’s Paradise –Korea Tourism Organization-” below every “Made in Korea” label on Korea’s exported products to foreign countries. The “Made-in-Korea” export products with our idea proved to be successful almost immediately.

Results

Despite the fact that the world economy has collapsed, Korean tourism has increased 4.5% in 6 months since the campaign started. It can be measured in the same effect as $15 million US dollars spent on TV advertising.