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'.

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

- 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.

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

'Write your name in Korea' is campaign by Korea Tourism Organization to promote tourism of Korea. The campaign promotes people around the world to participate in an event which allows their name to be engraved in a road in Korea which will eventually make them want to come visit Korea in the future. Through this campaign, it has been proven that the number of foreign visitors visiting Korea actually increased by 25% after the opening of the road created as an outcome of the campaign.

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.