The Campaign

We developed ‘mousse commandos’ characters based on the image of the raw material in our product, the volcanic rocks. With these characters, we created 3D animations for two consecutive years. The first ‘mousse commandos’ animation launched in 2015 and delivered the message that it can clear sebum from any form of skin pore. In 2016, ‘mousse commandos 2’ talks about product benefit, that it can clear more serious sebum, which combines with fine dust in the air. For promoting the product and animation, we conducted theater-centered IMC by using film industry marketing formats to make people feel a real movie is being released.

Creative Execution

We release the trailer for ‘mousse commandos’ on Facebook and YouTube on June 27, 2016. From July to August 2016, - The animation commercial will be run in theaters - Collaboration Chocoball snacks will be sold, which look like the mousse commando characters, in CSV where our target customers frequent often - Limited Giveaway Event: give portable fan to people who post the photo of mousse commandos in their daily life(theater, online or offline store, CSV) with hashtag From June 20 to August 20, - Give discount points called ‘beauty points’, that can be used in offline store when buying our product, and to people who find a mousse commandos card in the snack and enter a lottery number online From July 22-24, at Jisan Valley rock music and arts festival, we showed a 4DX moving car and gave snacks after checking and consulting audiences about skin and pore problems.

In just a month after on-air, this campaign shared and spread on SNS continuously, and got 7.5million views. 7,700 people participated in events and got 2,374 ‘Likes’ for events. In a month after launching the CSV snack, it sold 7,900 units and we project it will sell more than 120,000 units until the end of campaign period in August. After campaign airing in July 2016, the brand grew 131% in the overall market and 230% in the global market compared to last year. Now people associate mousse commandos with our super volcanic mousse mask and keep sharing it on SNS, and pay attention to it as much as looking for CVS where mousse commandos snacks are sold. This campaign made it possible to keep communicating globally with the character without a big model and it increased sales as well.

We have to appeal with the new formula and strong effect of our ‘mousse mask’. For this objective, we broke the common rule of Korean cosmetic commercials; a typical large scale TV Commercial with famous female models. We created characters based on the image of the raw material in our product and made a 3D animation with it. Then we approached the target audience by using the appearance of a blockbuster movie opening promotion.

Our target is men and women 20-35 yrs. old, who worry a lot about sebum and pore problems. These people do not favor watching TV at home. Therefore, we created a 3D animation with ‘mousse commandos’ characters that our target feels is friendly instead of general repetitive TV Commercial. We started the first one in 2015 and continued the storyline. Also, we conducted movie-marketing promotions to make people feel a blockbuster movie has released. People can see the trailer on online ticket box sites, other popular websites and watch the animation in theaters. Our target can see the characters in their daily life activities such as CSV, shopping mall, as well as the daily moment when they feel sebum problems most, like at outdoor rock festivals. After these promotions, consumers feel friendly towards the characters, get interested in the product and experience its benefit, unlike other typical celebrity promoted cosmetics ads.