Title | A COUNTRY ONLY WE HAVE |
Brand | KOREAN AIR |
Product / Service | KOREAN AIR |
Category | B03. Consumer Services |
Entrant | HS AD Seoul, SOUTH KOREA |
Entrant Company | HS AD Seoul, SOUTH KOREA |
Advertising Agency | HS AD Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Ku Hye Rim | Adqua | Web Developer |
Tae Young Kweon | Adqua | Web Developer |
Jun Choi | Adqua | Media |
Byung Kil Park | Adqua | Web Publisher |
Hyun A Lee/Soo Yeon Kim/Yang Jin Kim | Adqua | Web Designer |
Young A Kim | Adqua | Digital Planner |
Jong Woo Lee | Orange Code | Sound Designer |
Sang Min Ji | Vega | Producer |
Yong Pil Kim | Vega | Producer |
Ji Young Lee | Hs Ad | Senior Digital Producer |
Eun Soo Chu | Hs Ad | Account Manager |
Sang Hoon Lee | Hs Ad | Account Manager |
Jae Yeon Seol | Hs Ad | Art Director |
Eun Mi Baek | Hs Ad | Copywriter |
Seung Yong Jung | Hs Ad | Art Director |
Do Kyun Kim | Hs Ad | Account Supervisor |
Yeong Jin Kim | Hs Ad | Art Director |
Hae Pyung Jung | Hs Ad | Copywriter |
Dae Won Kim | Hs Ad | Creative Director |
Bo Hwang | Hs Ad | Chief Creative Officer |
As a result, the number of microsite tops 4.4 million, and the number of uploaded commercials surpasses 3,280,000. Also, the number of social network shares reaches 4,921,500, and more than 36% increase in Korean Air domestic flights.
The world's first custom made TV commercial using by smartphone! The campaign was for everyone, so we created a mobile app that anyone can make easily a TV commercial with a smartphone. People took a photograph with their smartphone, and wrote three lines of ad copy. After that, people could upload it with the mobile app. Then, it automatically changed into a TVCF and sent it to a micro-site where everyone could watch it. Among the TVCFs uploaded on the micro-site, we picked some of the best ones and exposed them in TV broadcast advertisement. Through TVC, radio, Print, On-line commercials, we made people encounter easily with the campaign and brought people to participate.
Korean Air wanted to create a domestic TVC campaign promoting travel within Korea. However, number of smartphone users is increasing rapidly. Whereas, the number of TV viewers is decreasing substantially. In turn, TV commercials have become less effective. Thus Korean Air changes the way of thinking: to bring back the viewers lost to smartphone with smartphone!