|Title||AIA REAL LIFE CHEER UP PROJECT|
|Brand||AMERICAN INTERNATIONAL ASSURANCE KOREA|
|Product / Service||FINANCE/LIFE ASSURANCE|
|Category||A02. Non-Fiction: series or film|
|Entrant||ADQUA INTERACTIVE Seoul, SOUTH KOREA|
|Entrant Company||ADQUA INTERACTIVE Seoul, SOUTH KOREA|
|Contributing Company||ADQUA INTERACTIVE Seoul, SOUTH KOREA|
|Production Company||BLUE LIGHT Seoul, SOUTH KOREA|
|Seo Jeongkyo||Adqua Interactive||Chief Creative Officer|
|Lim Hyochul||Adqua Interactive||Account Director|
|Park Boyoung||Adqua Interactive||Account Executive|
|Jeong Minkyung||Adqua Interactive||Account Executive|
|Chun Hunchul||Adqua Interactive||Executive Creative Director|
|Kim Hyunkyoon||Adqua Interactive||Creative Director|
|Lee Bora||Adqua Interactive||Copywriter|
|Lim Haejun||Adqua Interactive||Producer|
|Ha Sewoong||Adqua Interactive||Designer|
|Yoon Jungyeol||Adqua Interactive||Motion Designer|
|An Sojung||Adqua Interactive||Motion Designer|
|Kwon Junghan||Walking on the blue||Director|
The main theme of the content is the "military". The Korean peninsula has been divided into north and south for 65 years, and 270 thousand male join the military every year. The theme is a nation-wide common interest and has been used as a material for advertisements, movies, and TV shows until now. The purpose of the campaign was for the audience to be aware that joining the military is a large issue not only to the recruits' but to their friends and family members. The contents showed that the recruits can overcome such challenge with care and love from the people around them. Currently, our content is maintaining high share on portals, and is being widely distributed through Facebook.
Mission AIA established its brand slogan as "The Real Life Company", and delivered a brand message "For you not to give up the most precious things in any moments of your life, AIA will stand by you." Target The purpose was to build emotional relationship with the target group, male and female from 20s to 30s, with a brand experience at a digital environment. Insight We decided to deliver a message to cheer up the target group and build an emotional relationship with them through brand experience at the moment of the most extreme change in their real lives. We focused on the "military." Military has been the main issue that target group is commonly interested in because 270,000 men in their 20s join the military every year since Korean peninsula was divided into north and south 65 years ago. Idea We decided to film the moment at the barbershop where they shave their heads before joining the military, which is the moment of the most extreme change for them. We set some special devices at an old barbershop in front of the bootcamp to deliver a message that can cheer up the youth that were to join the military in a new way. Campaign Execution Casting We casted actual recruits who were to join the boot camp on Apr. 29th and May 13th. We made the cast believe that the purpose was to take a documentary program. Meet the family Meanwhile, we met their family members. Those family members were asked two things. 1st was to secretly visit the boot camp and 2nd to make a short video letter for the cast. D-day We met the cast at an old barbershop in front of a boot camp and hid some cameras inside to surprise the cast.
We considered 2 trends to deliver the content to the target group. First, we focused on the media environment to secure influence to the audience mainly within video media sources such as Youtube. Especially, the audience was exposed to continuous 5-minute long video. Furthermore, the sincerity and value of the content drove the audience to distribute it voluntarily. Second, we focused on the brand slogan, "The Real Life Company", to cast actual recruits and their family members. This resulted in showing a real situation for the audience to emotionally engage with the content.
Hits: 3.8million (30days after going live) Shares: 150 thousand (30days after going live) Comments: 100 thousand (96% of comments were to share the video with other users.) Views from the target group: 70% Reminding rate: 736.6% (among potential target group, aged from 24 to 34) Awareness increase: 18.4% (among potential target group, aged from 24 to 34) 1st place (1st place within creative part at a website introducing various campaign videos) Especially, the video was widely distributed through Facebook and Youtube. The consumers went further from watching the video to spread and share the video voluntarily. The campaign was more meaningful because of this phenomenon.