Creative Execution

Based on real story of meeting romantic partner in fateful, miraculous way, we created web film series. We tried to communicate that the beauty of meeting others regardless of social environment or status in convincing way. Through amazing stories of serendipity, we made the product feature of green tea meets soda relevant to target audience.

In order to make the true story more convincing and to make the campaign more efficient, we reduced investment to paid media and spend most of the budget to production. We aimed to reach target through word-of-mouth. As a result, we received more than 90% of positive comments from viewers.

Target audience (25-30 years old, professionals, male and female, in big cities) are struggling with heavy pressure from their work because of rapid economic growth and widening economic gap. In highly competitive environment, they don't have any spare time. They only belong to community in work places. Thus, they depend on parents and relatives and moreover, specialized services to meet the partners in romantic relationship and marriage. Therefore, they tend to fall for the partner they find in limited time and circumstance. However, they actually want to meet romantic partner in natural way regardless of their age. We thought of the way to give courage and hope for target audience (male and female) who are under social pressure to meet romantic partners through the brand (product).