The Brief

Upon releasing singer BoA's new single, "Tail of Hope", we had to spread the news about the song as well as strengthen the brand of BoA herself through WEB promotions.

Describe how the promotion developed from concept to implementation

The song's message of "changing your gloomy feeling into a hopeful one" was conveyed through the lyric "Catch the Tail of Hope". We attached an unfamiliar-looking "Tail Banner" on websites visited by the song's target audience. When the tail is clicked and dragged, four girls who fit the target audience appear, and their "Tail Stories" of catching hope unfolds. An outdoor promotional event was also held in which people could use a "Tail Camera" to attach a virtual tail to themselves via Kinect.

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

* Within two weeks of its launch, over 200,000 users worldwide visited the website. *They stayed on the website for an average of over 3 minutes and watched the story while listening to "Tail of Hope". * During the 4-day photography event, tails appeared on 260 people. *The photographs of each story and event were spread via SNS and the blog widget was attached to numerous blogs. As a result, countless users were directed to the campaign website.

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

By adopting a tail as the key element, we were able to build communication with our targeted audience. We attached an unfamiliar-looking "Tail Banner" on websites visited by the song's target audience, which are girls in their 20's.