Title | MAKIN' WHOOPEE |
Brand | DONGWON F&B |
Product / Service | BIFIDUS MYUNG JANG |
Category | A01. Event & Field Marketing |
Entrant | HS AD Seoul, SOUTH KOREA |
Entrant Company | HS AD Seoul, SOUTH KOREA |
Advertising Agency | HS AD Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Kim Dong Hyun | Hs Ad | Art Director |
Choi Jang Hwan | Mtcom | Designer |
Jung Jung Un | Mercury | Visual Effects Designer |
Lee Jeong Seok | Mercury | Visual Effects Supervisor |
Baek Ji Yun | Tokkaebi | Sound Designer |
Lee Jeong Woo | Tokkaebi | Sound Designer |
Lee Yoon Kyoung | Inyoung Comms. | Art Director |
Kim Min Su | Inyoung Comms. | Director Of Photography |
Kim Seo Young | Inyoung Comms. | Assistant Director |
Kim Do Young | Inyoung Comms. | Producer |
Kim Hyeon Jin | Inyoung Comms. | Director |
Sim Eui Seop | Hs Ad | Account Planner |
Lee Jeong Sil | Hs Ad | Copywriter |
Choi So Jung | Hs Ad | Copywriter |
Lee Ji Young | Hs Ad | Digital Executive |
Kim So Hee | Hs Ad | Account Executive |
Park Hyung Tae | Hs Ad | Account Executive |
Lee Hyo Ryong | Hs Ad | Creative Director |
Prior Stephen Graham | Hs Ad | Executive Creative Director |
Bo Hwang | Hs Ad | Chief Creative Officer |
Bifidus Myung Jang is a lactic-acid yogurt drink that helps regulate intestinal functions. The objective was to increase brand awareness by reaching a broader target audience and establish a position in the yogurt market since it's a relatively new product.
First of all, we decided to use non-conventional methods instead of traditional media in a way that's entertaining enough to spread through word-of-mouth as well as at the time of ad exposure. We found that irregular bowel movement is a major cause of excessive gas and bloating. And since our product helps you maintain intestinal health, we created a campaign to let people experience flatulence in the most embarrassing place imaginable: in public. That's how this whoopee cushioned bus seat idea came to life.
At first, people were taken off guard by the farting sound as they sat down on the whoopee cushioned seat. They looked embarrassed because others might mistakenly think they've passed gas. Just then, our advertisement was timed to appear saying: "You need Bifidus Myung Jang Yogurt." People smiled, giggled, and laughed after seeing what this was all about. Also, other passengers were able to enjoy the humorous and memorable experience, which explains the spread through mass media and SNS as well as an impressive result: 27% increase in market share in Seoul and 98% increase in portal sites search ranking.
By making people actually experience the problem rather than showing or telling what it is, we managed to cleverly and creatively relate the problem, how unhealthy intestines can cause flatulence, with the solution, our product that helps regulate bowel movements. We were also able to communicate the health and social benefits with our message, while still keeping a sense of humor.