HOW TO ENJOY BOREDOM

TitleHOW TO ENJOY BOREDOM
BrandPIKICAST
Product / ServiceMOBILE CONTENTS CREATOR & CURATOR
CategoryA05. Branded Live Experience
EntrantADQUA INTERACTIVE Seoul, SOUTH KOREA
Entrant Company ADQUA INTERACTIVE Seoul, SOUTH KOREA
Contributing Company ADQUA INTERACTIVE Seoul, SOUTH KOREA
Production Company OASIS PRODUCTION Seoul, SOUTH KOREA

Credits

Name Company Position
Yunmi Yang AdQUA Interactive Account Executive
Yunmi Yang AdQUA Interactive Account Executive
Yeonju Hong PIKICAST Marketing Director
Yeonju Hong PIKICAST Marketing Director
Hunchul Chun AdQUA Interactive Executive Creative Director
Hunchul Chun AdQUA Interactive Executive Creative Director
Yuhyun Kim PIKICAST Marketing Manager
Yuhyun Kim PIKICAST Marketing Manager
Minjun Kim AdQUA Interactive Creative Director
Minjun Kim AdQUA Interactive Creative Director
Hyochul Lim AdQUA Interactive Account Supervisor
Hyochul Lim AdQUA Interactive Account Supervisor
Bora Lee AdQUA Interactive Creative Director / Copywriter
Bora Lee AdQUA Interactive Creative Director / Copywriter
Yunmi Yang AdQUA Interactive Account Executive
Yunmi Yang AdQUA Interactive Account Executive
Ukhwan Choi AdQUA Interactive Copywriter
Ukhwan Choi AdQUA Interactive Copywriter
Hunchul Chun AdQUA Interactive Executive Creative Director
Hunchul Chun AdQUA Interactive Executive Creative Director

The Campaign

Pikicast is the mobile platform that provides contents curation service. It curates instant contents such as photos and videos produced by content specialists consumable in a short period time anywhere. The campaign objective was to raise awareness of a new form of service and notify the spirit of Pikicast, making the world enjoyable, throughout the core target, aged from 10s to 20s.

Results

Pikicast is the mobile-optimized new media through which users can consume digital contents conveniently. The campaign objective was to raise awareness of the launching of new media platform and its value as well as deliver direct and indirect experiences of the brand value, "make the world enjoyable". In the repetitive daily lives, people experience boredom waiting for buses and subways. Pikicast wanted to turn such boredom into enjoyment, and executed a surprise event at a bus station where waiting became a habit. We installed a kiosk featuring the characteristics of Pikicast at the bus station. The kiosk talked to the people waiting for the bus, and provided printed contents that would relieve their boredom. People enjoyed unexpected entertainment at the bus station, and the experience was taken into the campaign video to be distributed through YouTube and Facebook.

The campaign video was uploaded on YouTube, targeting by targeting age, location, and interest, and gained over about 800,000 views within 2 weeks after live. Furthermore, the video became viral through the brand's Facebook page and large communities to gain over about 2.8M views. The audience showed positive responses such as their wishing to experience the event as well, and shared the video voluntarily to enhance the viral effect.

The video featuring the event at the bus stop in the form of 100% real hidden camera gained over 3.6M views, 60,000 likes, 4,000 shares, and 3,000 comments only within 2 weeks after live. In addition, the responses were explosive, as seen that the campaign has been introduced to allkpop.com, the overseas Hallyu information site. Furthermore, people who watched the video were led to download Pikicast application through url.

The brand of Pikicast, the mobile platform which provides contents curation service, is "make the world enjoyable". Surprise event was executed and was distributed through digital viral video to deliver the value in a "beyond normal" way, in order to communicate with as many people as possible including the core target, the 10s and 20s. As a result, we could deliver the brand value directly and indirectly throughout the target with lack of awarenss of Pikicast.