|Title||WE DO KNOW THE MEN|
|Brand||KOREA OTSUKA PHARMACEUTICALS|
|Product / Service||MOISTURIZER|
|Category||A03. Fast Moving Consumer Goods|
|Entrant||TBWA KOREA Seoul, SOUTH KOREA|
|Idea Creation||TBWA KOREA Seoul, SOUTH KOREA|
|Seungyup Baek||TBWA KOREA||Creative Director|
Our main strategy was to strengthen our core image, ‘Brand that understands Men’ that we have been communicating. From our campaign theme that ‘We know the men, ULOS’, this year’s communication has been started. As our campaign was going into its third year, the declination of our communication’s freshness was obvious. Because we had to communicate with the same product which was advertised from 4 years ago. Nothing was changed but the communication must be looked fresh and get advertising impact. We scrutinized our target over and over. The message of 2016 communication we invented is “ULOS all-in-one for the men who has lots of things to do like Game, sports and so on”. They are too busy to take care of their skin. If those men use the ULOS with just one touch, they feel their skin kept moist. After airing this campaign, the average sales grew by 42% compared.