Creative Execution

Original branded content was created on PC & mobile for teens with high digital literacy. The content is a combination of a short movie and a photo novel to tell the before and after of the scenes from the commercial. The UI on the smartphone device added a shake feature, the motion used when applying the product) as a key action to move the story forward. By shaking the smart device as if you’re spraying SEA BREEZE, the story switches between the male lead ⇔female lead’s perspective.

Immediately after launch, the public response overwhelmed our expectations. Within 5 days, 153,000 tweets were tweeted, and in total reached over 72,600,000 users. The average session length for the campaign website was 8 minutes, and the video reached a total of 2,500,000 views. Furthermore, there is a scene in web movie where the protagonists create a superstition where when two people trade their SEABREEZE caps and use it up, a wish would come true. The superstition was copied by teenage twitter users nationwide, and became a cultural sensation. As a result, sales rose 10.9% and market share surpassed the 50% mark, allowing SEABREEZE to regain its former position as the antiperspirant brand for teens.

That is how SEABREEZE W-sided story was born. We created branded content that tells the coming of life love story, told in the perspective of both the female and the male lead. The story is told in the form of a photo novel and a short movie, and audiences could view it either on their PC or mobile devices. The UI on the smartphone device added a shake feature, (the motion used when applying the product) as a key action to move the story forward. By shaking the smart device as if you’re spraying SEABREEZE, the story switches between the male lead ⇔ female lead’s perspective. Through placing the product as a plot element to connect the feelings of the female and male lead characters, we aimed to raise the presence of the product to be associated with youth and love.