Product / ServiceJUICE
CategoryB04. Use of Social Audience in a Promotional Campaign
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

Brief Explanation

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.

The Brief

“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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.