EX MARKET

TitleEX MARKET
BrandIUM
Product / ServiceSOCIAL DATING SERVICE
EntrantDAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Entrant Company DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Advertising Agency DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA

Credits

Name Company Position
Sunmi Park Daehong Communications Chef Creative Director
Gunwoong Choi Daehong Communications Open Director
Wongi Ryu Daehong Communications Art Director
Simon Lee Daehong Communications Contents Director
Jihyun Im Daehong Communications Art Director
Iljin Ko Daehong Communications Digital Creator
Ahram Shin Daehong Communications Storyteller
Kyungeun Jung Daehong Communications Copywriter
Soyeon Lee Daehong Communications Copywriter
Yuhwan Jo Daehong Communications Art Diretor
Yerim Heo Daehong Communications Art Diretor
Yoonsoo Jo Yond Pictures Director
Eunji Lee Yond Pictures Production Design
Jaeyoung Park Yond Pictures Director Of Photography
Youngrae Cho Yond Pictures Assisdent Director
Yongho/Lee Yond Pictures Sound Design/Arrangement

The Campaign

Gifts from Exes Are Annoying! IUM is a leading brand in Social Dating Service industry in Korea. IUM has been researching love relationships and discovered an interesting fact. According to research, most of the respondents answered that they kept them for no reason, however they do not use them either. This meant people who had broken up were stuck with their past.

Success of the Campaign

x-Market offered a new cultural trend to the broken up lovers People who broke up were able to completely break off relationship with the past. And they had second chances to start new relationships. Ex-Market became a big issue on online media. Of course, IUM’s users increased dramatically..

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Ex-Market, where we sell off Gifts from Exes IUM planned Ex-Market where people can get rid of old memories by selling off gifts from Exes to others. Sellers wrote down prices and their stories on tags, and hung the products with red thread, a representative of past relationships. When the shoppers appeared, sellers cut the thread and sold the products off. And then, sellers were completely able to break off relations with the past. At the end, we had a special ceremony. People burnt the letters and pictures that still remained. The tags were used as tickets for the exclusive club party.