The Campaign

Unlike usual brand PR and one-way push message, this campaign use young target oriented music contents as medium, we made them think the forest peaceful and consoling place. The target oriented music contents mean the things that make their lives hard and tired such as job-hunting, part-time job, study, competition. So when the young people listen to the songs through their smartphone, it comfort and cheer them up. Smartphones which had once hindered people from visiting the forest were turned into gates to the forest, 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

• Reach Soopoon-nal video on Youtube had more than 1,305,903 views, and 415,915 views on Facebook and Soopoon-nal App downloaded 289,960 times, from June 17th to July 31st. • Engagement 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. • Impact: 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.” And also a new way of brand communication as “Communication through music” was being aired in the news.

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. “Soopoon-nal” APP provides special song and music video called “Soopoon-nal song” which is made by collaboration with three music artists beloved by Korean youths. 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. And it also helps us improve our Nature-friendly image

• 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, we make young people have healed wound of their minds and empathize and understand our KKG campaign. • 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.