Results and Effectiveness

As a result from campaign, we’ve got good start increase in aided brand awareness from 23.0% to 68.2%. (Reference ; Coca-Cola Korea B^ - Research about Brand Response) Consumption Intent also increased 19.5% point (from 6.1% to 25.6%) with both weekly and monthly drinkers. (Reference ; CCKC B^) Also, Value and Volume share increased 14.0% to 14.5% and 8.3% to 8.7% respectively. (Reference : Nielsen Data) glaceau vitaminwater became a trendy drink in the competitive Korean market.

Creative Execution

In the first phase of the campaign, we tied-up with a famous campus magazine called ‘Daehak-Naeil’. The magazine unveiled the ‘Show us your vits’ campaign to students via a series of full page ads, advertorials and front cover visuals. We also made full use of university billboards to announce the campaign, and used a big targeted ooh near the universities as well the busy and hip Gangnam station. In the second phase of the campaign, we recruited and selected winners by holding street events using a moving studio. The winners became iconic ooh before our target audiences’ eyes in the trendy Gangnam area by showing us their vits and creativity. This aspect of our campaign played an instrumental role in creating excitement and hype for glaceau and vitaminwater in the city!

Insights, Strategy and the Idea

The glaceau summer campaign sought to reinforce brand awareness for its Vitamin Water brand by implementing an iconic out-of-home (ooh) execution in Seoul. We decided to spice things up and engage Korean university students in a ‘Show us your vits’ campaign. Adventurous, clever, hip, and creative. Korean students are some of the best trendsetters around for companies that would like to reach more potential customers through a different outlet.