The Brief

The average time of exposure to TV or computer monitors among Koreans is about 8 hours. More than 10 competing eye nutrition products have been released in the market. As a result, the formula “Eye nutrition = Tobicom-S” has been broken, and sales has been down. The campaign was designed to imprint consumers in their minds that Tobicom-S is the absolute No. 1 brand.

Creative Execution

A pop-up DM was designed for 1000 consumers in Seoul, with the shooting game, which requires a good vision most, as the motif. As the card is opened, snipers aim their pistols at normal targets. But the Tobicom-S sniper is given with a disadvantage. The target is as narrow as the thickness of the card. This disadvantage emphasizes the superior vision enhancing effect of Tobicom-S. The discount coupon printed on a side of the Tobicom S target completes the consumers’ movement to the products.

Describe the creative solution to the brief/objective.

In order to raise the awareness of Tobicom-S as the No. 1 brand of eye nutrition, in addition to ATL under fierce competition, a DM was designed to provide consumers with the experience of Tobicom-S’ superior vision enhancement effect. The pop-up DM leads the consumers to experience the effect of Tobicom-S in an interactive manner.

Results

As a result of the DM Sniper campaign in Seoul, 650 out of 1000 consumers purchased Tobicom-S with the coupons provided with the DMs. In the aspect of brand awareness, 65% of 1000 persons remembered Tobicom-S as the No. 1 eye nutrition. This DM campaign is considered as a successful strategic model, and is to be expanded nationwide.