Title | TAOM IS HERE |
Brand | BINGGRAE |
Product / Service | JUICE |
Category | B01. Fast Moving Consumer Goods |
Entrant | CREATIVIA Seoul, SOUTH KOREA |
Entrant Company | CREATIVIA Seoul, SOUTH KOREA |
Advertising Agency | CREATIVIA Seoul, SOUTH KOREA |
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 |
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.