| Title | SAMUEL GOES TO CONAN |
| Brand | KOREA TOURISM ORGANIZATION |
| Product / Service | KOREA TOURISM |
| Category | D01. Use of Brand or Product Integration into a Programme or Platform |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Idea Creation | HS AD Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| HanJoon Ryu | HSAd | Director |
| ChiYoung Chun | HSAd | Creative Director |
| DongYoon Kang | HSAd | Project Manager |
| YoonSung Kim | HSAd | Project Manager |
| DongHoon Chang | HSAd | Assistant Manager |
| Suyearn Cha | HSAd | Assistant Manager |
If you can’t visit Korea, Korea visits you! In order to draw attention from the media and our targets, we needed to find some one globally famous that we could utilize as an endorser and we need to narrow it down to who already has some relation to Korea in the past that could be used as a source of campaign. We thought Conan was the right person to approach since he recently shot a show in Korea and also has his own show in TBS that could be used a medium to promote Korea Tourism. So we decided to return the favor of his visit by returning the octopus he bought in Korea and co-create this story as a follow-up of episodes that he shot in Korea.
We first contacted his crew 'Team COCO' saying that we wanted to fly Samuel "the octopus he bought while he was in Korea but left in local aquarium due to customs problem" to Los Angeles so she could spend her remaining days in his studio. We decided to co create this as an episode of his show by actually flying the octopus threw an airplane. By doing this, we wanted to spread the message in his show that Korea thanks to those who visited in the past. After the show was aired, this episode was immediately introduced in various media and lot of SOVs about the campaign was generated in online.
- Video Views : Over 5.4M views - Media Exposure : more than 118 articles mentioned about the story of Conan and Samuel - New postings in SNS related to ‘Korea Tourism : 20% increased (186,169 postings in 5 weeks) - Social Buzz (Comments, Likes & Shares) : 3,765,009 +a - The story was aired on TBS CONAN (media value : Priceless) - Conan O’Brien Endorsement for free
We brought the octopus Conan O'Brien left when he visited Korea back to LA to reunite with him, and filmed the whole process into an episode on his TV show (TBS Conan Show). The episode went live on TV and online as a part of the Conan Show, which makes this film relevant for Media Lions.
We targeted social media platform such as instagram and facebook since our targets were those who search travel information through SNS. And in order to increase SOV, we needed to increase the number of user generated contents and interactions in social media. Knowing that Conan show creates lot of buzz in online, we needed to blend in our campaign message in the episode of his show by co creating contents with his crew that could function as a hub of campaign PR.