The Campaign

Rather than pushing the brand’s message like many other corporate PR campaigns, we utilized contents popular among the young target and focused on strengthening people’s perception on forests as being a pleasant place of rejuvenation. Content conveying the message was music, which consoles and soothes the hearts of young people tired and busy with their studies, work, or job search. Music was distributed via mobile, the most familiar channel for the young target. Smartphones which had once hindered people from visiting the forest were turned into gates and we increased people’s affinity toward forests and invited them to visit the woods through consoling music

Creative Execution

• Implementation: Release of “Soopoon-nal” App on Play Store and App Store The campaign was announced via TV ad, digital ad, SNS, and cinema ad to induce app download. The app offers various content and activities for users such as finding nearby forest, watching music videos, listening to songs, creating their own music videos, and participating in event • Timeline June 15th, Soopen-nal app launched. June 17th, Launching TVC – on-air July 1st, Released Soopoon-nal Music video of three music artists. July 8th – July 31st, Main TVC – on-air • Placement The song can be only accessible when users are located close to designated nationwide forests such as university campus parks where youths can easily go, and lots of city parks – total of 405 sites. • Scale Production cost (copyright fees and Song + TVC & M/V + APP.) : 310,000 USD Medium costs (TV+Digital+Cinema) : 800,000 USD

Results

• Business impact:: KKG campaign has continued for over the past 30 years and YK’s brand preference increased among the young target with the implementation of the new approach. The campaign enhanced brand image by increasing people’s affinity toward forests. • Response rate Soopoon-nal video on Youtube had more than 1,510,165 views, and 481,327 views on Facebook and Soopoon-nal App downloaded 325,383 times, from June 17th to Aug 14th. • Change in behavior: The campaign received positive responses with people on Youtube and Facebook, commenting on how they felt healed by the campaign and how it made them want to go to a forest. As a result more young people are spending their time in the woods. The campaign was also covered by the press under the title “Technology Widely Benefiting People.”

GPS-based service APP “Soopoon-nal” providing music streaming and download service only accessible when users are located close to designated nationwide forests such as university campus parks where youths can easily go, and lots of city parks – total of 405 sites. When users download this app, “Soopoon-nal” finds forest nearby app user and provide location information. If users enter the radius of designated forests, the app send notification and automatically open music download page. In result, by using music and mobile as medium, we made Korean youths do more visit to the forest, and feel more close to forest.

• Data gathering: In a perception survey of KKG campaign and the forest, over 3,000 people, ages 20 to 29, almost 70% answered they understand and have positive attitude about KKG campaign and the forest but only 37% replied they feel close ties to the forest. • Target audience: This project mainly targeted the young people (lowest intimacy to the forest) • Approach: By providing special song about the forest, which is made by collaboration with three music artists beloved by Korean youths, and by making this song only play in the real forest. • Call to action A GPS-based app was developed so that young people could stream and download music at the 405 forests nationwide, including wooded campuses and urban parks. The app recommends users to visit forests located in the proximity and has push alarm that induces users to visit nearby forests.