MADE IN KOREA

TitleMADE IN KOREA
BrandKOREA TOURISM ORGANIZATION
Product / ServiceTOURISM
CategoryA04. Best Use of Ambient Media: Small Scale
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 The I - Interactive Creative Group
Taezin Im Cheil Worldwide The I - Interactive Creative Group
Boram Park Cheil Worldwide The I - Interactive Creative Group
Hyunjung Kim Cheil Worldwide The I - Interactive Creative Group
Joongsik Choi Cheil Worldwide The I - Interactive Creative Group
Jungki Park Cheil Worldwide Global Account Services Team
Eunjin Yoon Cheil Worldwide Global Account Services Team
Leeseok Kim Producer

Results and Effectiveness

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.

Creative Execution

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 Traveller’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.

Insights, Strategy and the Idea

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.