Creative 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.

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% ('') 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.

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 Target group was male and female from 20s to 30s. 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” as a concept that can emotionally engage with the target group. Idea To cheer up the youth in a new way, we decided to film the moment when they shave their heads before joining the military, which is the moment of the most extreme change for them and set some special devices to do so.