|Title||TAOM IS HERE|
|Product / Service||JUICE|
|Category||B04. Use of Social Audience in a Promotional Campaign|
|Entrant||CREATIVIA Seoul, SOUTH KOREA|
|Entrant Company||CREATIVIA Seoul, SOUTH KOREA|
|Advertising Agency||CREATIVIA Seoul, SOUTH KOREA|
|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|
|Da-Som Yoon||Creativia||Account Director|
|Hong-Gyu Park||Creativia||Senior Developer|
TAOM IS HERE is a promotion designed to raise brand engagement by making target audience directly experience TAOM’s brand message through live broadcast and react on the spot. We made the event into TAOM juice tracking game. When TAOM placed in nature was broadcast live through our web/mobile site, participants not only watched the broadcast, but also ran to the hidden place of TAOM. With this real tracking process, they naturally experienced the brand message “just picked from the nature.” To generate bigger excitement, we gave 5 hourly hints to make them lively discuss about TAOM through the online chatting space.
“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. 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.
As a result, 110,872 people visited our campaign website, and recorded retention rate of 49%. 78,994 online chatting discussions took place, and the event drew news coverage from over 30 media sources. Owing to repeating exposure of TAOM on the website and through various media, TAOM’s brand awareness rose 9% from 7 month ago. Consequently, TAOM’s sales achieved a remarkable 47% rise than the same month previous year. During the campaign period of one month, over 350 blogs voluntarily reviewed TAOM IS HERE and introduced TAOM juice as a well-being, delicious fruit juice of all CVS sold fruit juice.
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 aged target audiences who are in touch with their smart phone devices and internet sources almost 24/7.