A COUNTRY ONLY WE HAVE

TitleA COUNTRY ONLY WE HAVE
BrandKOREAN AIR
Product / ServiceKOREAN AIR
CategoryC01. Integrated Media Campaign
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA

Credits

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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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!