BECOMING PAPARAZZI

TitleBECOMING PAPARAZZI
BrandSAMSONITE
Product / ServiceSAMSONITE RED
CategoryA02. Durable Consumer Goods
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR 2 SAMSONITE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 VIXEN STUDIO Seoul, SOUTH KOREA
Production 3 DR. HOOK Seoul, SOUTH KOREA
Contributing MR. ROMANCE Seoul, SOUTH KOREA

Credits

Name Company Position
JEREMY CRAIGEN INNOCEAN Worldwide Chief Creative Officer
JUNG A KIM INNOCEAN Worldwide Executive Creative Director
YOON KWAN CHOI INNOCEAN Worldwide Executive Director
HYUN KYU LIM INNOCEAN Worldwide Account Supervisor
JONG HYUN NAM INNOCEAN Worldwide Account Executive
JAE YEOUN KIM INNOCEAN Worldwide Account Executive
SO JI PARK INNOCEAN Worldwide Digital Account Executive
DONG KYUM KIM INNOCEAN Worldwide Digital Account Executive
JI HYE BAE INNOCEAN Worldwide Digital Account Executive
SUNG KYU LEE INNOCEAN Worldwide Creative Director
YOON JU LEE INNOCEAN Worldwide Copywriter
TAE HWAN LEE INNOCEAN Worldwide Art Director
MI JI LEE INNOCEAN Worldwide Copywriter
JONG KYU MYOUNG INNOCEAN Worldwide Art Director
JUNG GON KANG INNOCEAN Worldwide Art Director
CHAN HO PARK INNOCEAN Worldwide Art Director
JOO YOUNG BAE INNOCEAN Worldwide Digital Account Executive
MIN PYO CHOI Planit Producer
YOUNG MOON YOON Dr.Hook Sound Supervisor
BONG KWON JANG Dr.Hook Sound Engineer
HAN SANG CHO Vixen Post Production
SUN YOUNG KIM Vixen Post Production
JU HEE YOO Vixen Post Production
YEON HEE KIM Vixen Post Production
YOO ONE JUNG INNOCEAN Worldwide Copywriter
KYU SEOB KIM Mr.Romance Innovation Lab Executive Producer
JIANA, IM TIM,Creative Inc. Promotion Executive
YOU LIM, LEE TIM,Creative Inc. Promotion Executive
WON SIK JEONG Mr. Romance Director

The Campaign

Let consumers be willing to take photos of the new product and share them online. We develop a sensational event with K-movie star Kim Woo Bin. When he appears with four fake Kim Woo Bin in public place, audiences become paparazzi.

Creative Execution

2016.02.26 PM 6 COEX Mall 1. Five Kim Woo Bin appeared here and there in COEX. 2. People took photos of five Kim Woo Bin wearing Samsonite RED. 3. Four fake Kim Woo Bin made people take more photos. 4. Photos uploaded on Instagram with hashtag in real time.

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

· Product sold out and Sales increase more than 20% · Participants1,257 photos uploaded in Instagram in 40 minuites 782 · Media and consumer respond “A new venture of advertising” “A campaign like noir film” “Fun event being paparazzi” · 360° IMC including TVC, Story telling films , etc.

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

We created the real Promotion and Activation where the audience become paparazzi and chase after K-movie star Kim Woo Bin.

Stars’ daily lives and their fashion items in paparazzi photos often make the headline. Nowadays, ordinary people also can be paparazzi by taking photos of stars in public place and post them on Instagram instantly. So we created the situation where the audience become paparazzi and chase after K-movie star Kim Woo Bin and be exposed he’s stylish back wearing backpack in a natural and impactful way.

Links
Website URL