WRITE YOUR NAME IN KOREA

Short List
TitleWRITE YOUR NAME IN KOREA
BrandKOREA TOURISM ORGANIZATION
Product / ServiceTOURISM
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Production DMAJOR Gyeonggi-do Gwacheon-si, SOUTH KOREA

Credits

Name Company Position
Yun Sung Kim HS Ad Digital Creative Director
Dongyoon Kang HS Ad Manager, Digital Marketing
Han Joon Ryu HS Ad Global Group Account Director
SuYearn Cha HS Ad Account Executive
Donghoon Chang HS Ad Account Executive
Taejin Choi HS Ad Vice President
Drew Lee HS Ad Senior Vice President

The Campaign

What if there is a road in Korea with your name engraved on it? Wouldn’t you want to come see it for yourself one day? So we started the campaign ‘Write your Name in Korea!’ to build a road engraved with the names of people who wishes to visit Korea one day.

Creative Execution

People who wish to visit Korea can participate just by submitting their name in campaign web site. Virtual Blocks with their names were created and they were simulated into a virtual road. We made an actual road length of 155m and width of 4m composed of over 600 color blocks engraved with submitted names of 23,928 people around the world and named it ‘Sang Sang Gil’ meaning ‘Imagination road’ in Korean. We enabled visitors to search the location of their block through mobile site and prepared giveaways for them. Participants visited Korea to see their name which impacted increase in the number of foreign visitors by 25% compared with before and after the opening of 'Sang Sang Gil'.

- No. of foreign visitors visiting Korea have increased by 25 % comparing the number in 3Q and 4Q 2015, before and after the opening of Sang Sang Gil. - 301,396 Participants from 192 countries around the world for 42 days. - 23,928 names were engraved on the road (For those who could not fit in the first 23,928 participants, we made a book of names and displayed it nearby the road). - 4,489,561 page views from campaign site. - All giveaways for the visitors were gone in just 2 weeks! And there are still lot of visitors coming to see their name on the road - Inspired by Sang Sang Gil, Changwon city decided to spontaneous establish additional tourism infrastructure.

‘Write your name in Korea’ is a campaign about a road which was created as an output of an online event that induces participants to engrave their name on a road in Korea. The road itself functions as a floor media located to attract tourists and a media that became a symbolic sculpture of promoting Korea Tourism Organization. Participation is made through online but the outcome is displayed through offline and users can find location of their outcome through mobile media which enables users to experience the campaign throughout wide range of medias.

Insights, Strategy and the Idea

We wanted to create something that could build strong relationship between people and Korea and that could permanently exist. So we decided to create a road that has never existed in the world before to function as a new media to attract potential tourists and create online buzz at the same time.

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