TAOM IS HERE

TitleTAOM IS HERE
BrandBINGGRAE
Product / ServiceJUICE
CategoryB01. Fast Moving Consumer Goods
EntrantCREATIVIA Seoul, SOUTH KOREA
Entrant Company CREATIVIA Seoul, SOUTH KOREA
Advertising Agency CREATIVIA Seoul, SOUTH KOREA

Credits

Name Company Position
In-Suh Chung Creativia Executive Creative Director
So-Min Park Creativia Creative Director
Dong-Kyun You Creativia Account Executive
Min-Seon Kim Creativia Account Executive
Su-Bin Kim Creativia Art Director
Jin-Hee Park Creativia Art Director
Sun-Wooung Oh Creativia Designer
Hyun-Duk Kim Creativia Copywriter
Hee-Jin Jeong Creativia Copywriter
Eun-Jeong Kang Creativia Copywriter
Da-Som Yoon Creativia Account Director
Hong-Gyu Park Creativia Senior Developer
Sang-Bin Moon Creativia Director
Ji-Min Son Creativia Photographer

Creative Execution

We created the world’s first real-time JUICE tracking event “TAOM IS HERE.” The rule was simple; The One Who Drinks TAOM, Gets the Reward. We placed TAOM and a special prize in nature for 20 days and 20 locations. And this place was broadcasted live through our web/mobile microsite, where an interactive online chatting space was also set up. To find TAOM, all participants made lively discussions about the hourly provided hints. They also shared the hints and asking questions through social media and new trackers were constantly being invited to join by friends.

- TAOM’s sales achieved a remarkable 47% rise from the same month previous year. - Brand awareness rose 9% from 7 month ago. - 110,872 people visited the website for 20 days. - 49% revisit rate - 78,994 online chatting discussions took place - Drew news coverage from over 30 media sources and introduced through various Social Media

“TAOM,” the late entrant to the fruit juice market, wanted to raise its low customer awareness to new heights through Digital marketing. And Digital marketing today has largely became a budget war, where spending large sums became the guarantee to results. However, our given condition was a small budget. Therefore, we had to create an event which can be executed with a small budget, but exposed to a lot of people for a long time, delivering TAOM’s brand message; Just picked from the nature. Our idea was to just show TAOM in nature, as much as possible. Thus, We placed Taom in nature and broadcasted live online.

Links

Website URL