The Campaign

91% of South Koreans use smartphone, which is the highest level among OECD nations. The target groups upload posts in average of 1.46 times a day through SNS to mark their days or special occasions. Also, 59% of smartphone users play mobile games, for average of 43 minutes a day. Exploiting these consumers’ mobile lifestyle, CC first collaborated with ‘KaKaotalk Cheez’, a camera application created by Korea’s no.1 mobile messenger ‘Kakaotalk’, for the first time among domestic F&B companies to create CC selfie characters. For further interaction with CC selfie characters and the fact that 60% of target consumers prefer simple mobile games, CC developed a ‘Shaking Game’ to provide mobile fun. Then, CC distributed mobile VIP tickets, to give real-life fun at Chupa Land. The visitors could experience the fun they had when they were young through facilities like trampolines, rodeo games, photo zones, lounges and photo kiosks.

Creative Execution

The execution was in 4-steps on both owned/paid digital media and BTL main event at Common Ground, Seoul. First, CC encouraged participants to change profile pictures to CC selfies and VIP coupons were given. To maximize participation, campaign site and ‘KakaoCheez’ were used. Then, through ‘Shaking Game’ the participants could choose the gifts they wanted with the lollipops collected during the game which pushed the motivation to be at the event. Step-2 was about amplifying O2O campaign and leading to actual purchase consideration. At the Chupa Land where brand engagement was further emphasized, ‘Catch! CC (hit balloons on trampoline), Chupa Cow (ride rodeo), Chupa wall (Photo zone, lucky draw) and Chupa Dome (Photo Kiosk) were set up. In step-4, the promotion led to actual sales as campaign website was designed to lead the users to e-commerce sites; G-Market for PCs and Kakaotalk Mall for smartphones. Additional banner ads were supplemented.

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

The total execution of two weeks (01/03/2017 ~ 14/03/2017) showed remarkable results as the campaign laid out consecutive stones from engagement online to involvement offline and closing with actual purchase on both on/offline channels. There was 700% increase of total page view on digital campaign site, 200% increase in Chupa Land engagement rate and 102% increase in sales, all compared to that of previous year. Chupa Chups managed to score homerun with total of 2.55 million participation counts within a fortnight. The accumulation entailed as; two weeks of online campaign seeing the reach of more than 2 million and 156,133 participation while five days of offline campaign managed to bring 22,270 coverage, 9,550 engagement and 287,500 conversion.

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

The campaign consisted of on/offline executions, engagement by mobile device linking to offline experience then eventually to purchase decision. Leveraging on the White Day culture in Korea, campaign lasted for two weeks in March kicking off with online participation then to offline engagement. CC utilized mobile application collaborated with KakaoTalk and also operated campaign site which led to Chupa Land for hands-on experience. Participants who changed their profile picture were invited to Chupa Land for childhood-like experience for better brand engagement. The O2O campaign’s final destination was actual sales where consumers could share the sweetness of CC.

‘Forever Fun’ campaign targeted teenagers, college students and employees in ages between 15~35 of both genders while the core target were consumers of 18 to 24. CC showed the opportunity for the target group to turn hell-like reality to heavenly days of fun in March. The seamless execution on/offline allowed CC to first, engage the young audience of digital generation through mobile application and game, hence, inspiring the teens to want the fun of CC. The infusion of culture followed, where the fun could actually be found in the world of the audience. Then the journey to ‘Forever Fun’ brought the youth to experience at Chupa Land where fun was ignited. By executing the campaign in March, CC could leverage on White Day when this special occasion is celebrated not only by lovers but amongst colleagues, family members and friends as to show friendship, love and appreciation by sharing candies.