| Title | TAOM IS HERE |
| Brand | BINGGRAE |
| Product / Service | JUICE |
| Category | B01. Use of Digital Marketing |
| 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 |
TAOM IS HERE has two ways of direct response mechanism. First, When people watch live broadcast of TAOM on the website, people can make prompt reaction on an online chatting space. Second, they can actually come to the place where TAOM is located and get the grand prize. To maximize these two kinds of responses, we gave 5 hourly hints to participants. They made lively discussions about those hints to find TAOM, and even shared the hints and asked questions through social media. Thus, new trackers were constantly being invited to join our real-time juice tracking event.
We created the world’s first real-time JUICE tracking event “TAOM IS HERE.” We placed TAOM and a special prize in nature for 20 days and 20 locations, from 11am to 6pm. Since we placed TAOM at the local parks, hills, rivers, mountains, and even seaside, we could directly show TAOM’s brand message “just picked from the nature.” And this place was broadcasted live through our web/mobile microsite and delivered the message to our 20-30 age target audiences who are in touch with their smart phone devices and internet sources almost 24/7.
Age of 20s and 30s, who frequently visits CVS and drinks fruit juice, were our target audiences. They tend to be in touch with their smart phone devices and internet sources almost 24/7. Moreover, online live broadcast such as Muk-Bang is now popular in South Korea. Since our client’s goal was to expose TAOM to the target audiences as much as possible, we decided to take advantage of web/mobile, especially live streaming, where our target audiences flock together.
-Deliverability statistics : 990,631 impressions through various media(over 30 news coverage worth $20,000, and blogs, online communities, SNS). -Response rate : 71.2% of visitors responded on an interactive chatting space. Average 35% of visitors revisited the website. -Click through : 110,872 people visited the website. -Sales cost per response : $ 0.33 ( $ 25,702 cost / 78,994 responses ) -Changes in behavior/business impact : TAOM’s sales achieved 47% rise than the same month previous year. Brand awareness rose 9% from 7 month ago. -Relationship built and overall return on investment : 52.7