HARUKA IN LOVE

TitleHARUKA IN LOVE
BrandKOREA TOURISM ORGANIZATION
Product / ServiceKOREA SPARKING
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA

Credits

Credits

Name Company Position
Alex J.kwon Cheil Worldwide Creative Director
Taezin Im Cheil Worldwide Art Director
Suzy Ahn Cheil Worldwide Copywriter
Soonwoo Han Cheil Worldwide Account Executive
Sukyoung Ha Cheil Worldwide Account Executive
Jungki Park Cheil Worldwide Account Executive
Hyunjun Kim Cheil Worldwide Account Executive
Donghyun Cho Designfever Web Director
Hyoungjoo Lee Idea From Daily Life Director
Youngjun Park Agency Producer

The Campaign

The Korea Tourism Organization’s interactive campaign, “Haruka in Love” went live in Japan from August to December, 2008. Using the idea of “Scandal”, this campaign begins with made-up, sensationalist news - “Igawa Haruka has fallen in love with Lee Dong Gun!” (Both of whom are mega, major celebrity actors in Japan and Korea, respectively.)

Success of the Campaign

Users act as journalists/paparazzi on the main site, and they search after and try to film Igawa and Lee Dong Gun and while following them around the country and by doing so, they can experience the tourist attractions of Korea. Content is linked to a particular page from the Korea Tourism Organization’s website, which provides more details about specific tourist sites. After experiencing all the contents on the main site, users have access to view Igawa Haruka and Lee Dong Gun’s interview. They finally hear the truth – which is that Igawa Haruka is appointed as spokesperson for the Korea Tourism Organization and Lee Dong Gun as her guide for her tour in Korea. 70% of users of this campaign had an overall favorable impression of Korean Tourism and the number in visitors to Korea increased by 7.52% (largely in the 20’s age group, Japanese woman.)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The viral film which was made to create a “fake” relationship between the two major celebrities immediately circulated portal sites. Two weeks later, a teaser site was launched which fuelled massive gossip about Igawa Haruka and by doing so, aroused curiosity with viewers. For the final phase, the main site was launched. The backdrop of the story is about two Japanese journalists who, on their visit Korea to discover the truth about Igawa Haruka. They follow her itinerary in Korea. Users get one clue at the end of every episode, resulting in four clues which are needed to watch the ending interview which reveals the truth of the rumor. It is through Igawa’s travel diary in Korea and the two Japanese journalists’ films that tourist attractions of Korea are introduced to viewers. Also, the truth behind Haruka and Lee Dong-gun’s scandal is also deciphered.