The Campaign

Applying 100% Polypropylene Fabric, Woven technique, Innovative material …. Consumers may feel that explanation of CURV would be boring and difficult to understand. Thus campaign starts with an aim of 'Express the wow points of CURV which cannot be delivered in words via CURV REAL TEST that contains no added visual effects.'

Creative Execution

[Implementation] Since this campaign had not enough budgets, we used online & mobile as main media tool of our campaign and used TV commercial and Cinema as sub-media to reach our audience. At the beginning of its campaign, full version of our campaign was firstly introduced on online and mobile in last 12th April, and each separated test was released through cinema and TV commercial in order to draw audience’s attention on CURV [Media Channels] Online/Mobile - Youtube and Naver (Korean portal site) TVC – CATV only Cinema – CGV(no.1 Cinema in Korea) [Timeline] 2016/04/12 ~ : online 2016/04/12 ~ 2016/05/30 : Cinema 2016/6/10 ~ 6/23 : CATV [Scale] Total $300,000 (online/mobile : $100,000 & TV/Cinema : $200,000)

RESULT & EFFECT - Youtube : 1,318,562 views / Facebook : 600,000 views - Changes in awareness of CURV : 68% increased (from 3% to 71%) - Average number of store visitors per day : about 100% increased - Changes in sales (CURV line products only) : 23% increased

[Target Audience] Business man and woman aged between 30-40, who has professional job and confident on their work and life [Approach] 1. Three kinds of tests will be conducted with a focus on CURV materials’ three major advantage – Strong, Light and Scratch-resistant 2. Structure a test film to feel by just watching the film without any explanation on experiment, just from the truthfulness coming from FACT, make it well-known to the consumers. [Media Planning] Considering the behaviour of audience’s life style, released a new catalogue, which formed in a viral film on online and mobile for customers themselves to find and share the strength of its material, CURV. Moreover, expose each test separately through cinema and TV commercial in order to increase the awareness of CURV and let them wonder about the full film.