The Brief

Mamonde is one of top skin care brands in Korea and plans to expand its presence in Thailand after successful launch in China. Though Mamonde is a big brand in Korea and China, there is almost no brand awareness in Thailand. Therefore, the most important communication objective is to generate brand awareness. Client chose sunblock spray as a launch product as it is widely used in Thailand and easy-to-try product. In order to achieve this objective quickly, the need of issue & buzz making pre-launch campaign was critical.

Describe how the promotion developed from concept to implementation

In order to achieve the goal, we came up with tattoo QR code idea. This idea utilizes person's body as a breakthrough media vehicle by using tanned and not-tanned skin contrast to visualize QR code and therefore, very meaningful and relevant with the sun block functioning of the product. The QR code tattoo idea was executed in beach area, where Mamonde target gathers and sun block product is mostly used. The whole process of QR code tattooing happened at the beach and people there actually captured the QR code while tattooed models hung around the area.

Describe the success of the promotion with both client and consumer including some quantifiable results

In terms of generating issue & buzz making pre-launch, this particular campaign turned out to be very successful. In a day, 2,322 people captured QR code and watched product video. We are planning to execute the same idea in Korea and China in this summer. As this particular campaign was pre-launch activity and the brand has not yet officially launched in Thailand hence, no numeric business or brand performance data available at this moment.

Explain why the method of promotion was most relevant to the product or service

Mamonde's global target is 27~32 female and we tried to figure out 'when and where receptive' against this target. Considering target's low receptivity about conventional media and attribute of the product, the QR code tattoo was a unique new media that effectively reaches to our target and at the same time, demonstrate product performance in impactful way. .