The Brief

Once summer arrives in Korea during the months of June and July of every year, the month-long monsoon season begins. It’s a season that requires high-performance wipers for the safety of drivers and a good opportunity to promote our wipers. The strong adhesiveness of the RainOK hybrid wipers, composed of 4 structural joints, provides safety to drivers by securing a clear driving view. By promoting this unique wiper structure, we wanted to share the message to our users that when the frontal view is clear while driving on rainy days, good fortune also comes along.

Describe how the promotion developed from concept to implementation

The magazine spread shows a blurred windshield with the text “your participation is possible by revealing the vehicle’s plate numbers”. After the NFC functionality is turned on and the smart device is inserted in between the pages, the event page automatically shows up on the device screen. When the user pushes down on the wiper image and the device is simultaneously pulled out, the screen is clearly wiped away. If NFC functionality is not available on the user’s device, participation using the QR CODE is also possible. Once the rain drops are wiped away and the vehicle is uncovered, the randomly generated 4-digit sequence is entered in and the winner receives the giveaway via mail.

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

Easy participation of the mobile event resulted in all 200 product giveaways running out within a short, 4 week period amongst 4,674 participations. After the 4,674th participation, we had to notify future participants of the event’s closure. Our target audience, being consumers with high interest in motor vehicles and/or owners of motor vehicles, naturally subscribe to "Motor Trend". Winners of our giveaway were immediately able to try out the product on their own vehicles once they were delivered. It was a natural method to raise awareness of Bullone's product during the relevant heavy-rain season.

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

Away from the main concern of "how do we show off our wipers?" or "what kind of event should we hold?", we wanted to eliminate the traditional and mudane method of print advertisement and instead, blend print advertisement with smart devices to imitate the experience of wiping away digital rain drops using Bullsone wipers. Instead of only utilizing visuals and text in traditional print advertisements, the mixed elements of mobile and print were utilized to highlight the characteristics of Bullone's wipers.