| Title | MY PRECIOUS WORLD |
| Brand | E-MART |
| Product / Service | WORLD BEER |
| Category | D01. Social Video |
| Entrant | INTERSTELLA Seoul, SOUTH KOREA |
| Idea Creation | INTERSTELLA Seoul, SOUTH KOREA |
| Media Placement | INTERSTELLA Seoul, SOUTH KOREA |
| Production | DOLPHINERS Seoul, SOUTH KOREA |
| Additional Company | E-MART Seoul, SOUTH KOREA |
| Additional Company 2 | KEATSSEOUL, SOUTH KOREA |
| Additional Company 3 | FIREWORKS Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Ji Min, Ha | INTERSTELLA | AE |
| Joon Beom, Seo | XL Pictures | Director |
| Yu Na, Lee | INTERSTELLA | CW |
| Joo Hui, Hong | INTERSTELLA | CD |
| Ha Eun, Lee | INTERSTELLA | AE |
| Ye Lim, Kim | INTERSTELLA | CE |
| Bo Duk, Hwang | DOLPHINERS | PD |
| Joo Hyung, Lee | DOLPHINERS | Director |
| Hong Ki, Kim | DOLPHINERS | Filming Director |
| Hyun A, Lee | FIREWORKS | NTC |
| Soo Kyung, Jeon | Keatsseoul | Audio PD |
| Ji Hui, Yoon | Keatsseoul | Audio PD |
| Kyung Jin, An | Keatsseoul | Audio PD |
We focused on the two fact that; 'E-Mart has over 400 kinds of world beers' and ‘People who buy beer at markets have beer stacked in the fridge’. We wanted to strongly share this point to the consumers through a "web drama" material. At the end of the story, “Just buy one of each” The wife meant, to just buy one of each for her and the husband. But the husband bought one of each type, all 400 types. Through this scene, E-mart wanted to share the message that they have 400 different types of imported beers.
Overall budget: 29,420,866won -Naver CPM: 5,000,000won -Facebook: 5,117,555won -Instagram: 4,332,447won -Youtube: 14,970,864won
We mixed various types of SNS media to maximize the viral effect in a limited periods. *Campaign execution periods: 2017.08.07 ~ 2017.08.22 Facebook -Emart Upload: 2018.08.08 -All about ADs Upload: 2018.08.09 Youtube -Emart Upload: 2018.08.06 -Youtube advertisement execution periods: 2017.08.08 ~ 2017.08.14 Instagram -Emart Naver TV -Emart Upload: 2018.08.07 Naver CPM(Advertisement execution) periods: 2017.08.08 ~ 2017.08.14
The existing E-Mart advertising campaigns were mainly male viewers, but due to 'My precious world' campaign ratings showed equal viewings for both men and women. In addition, 'My precious world' web drama hit a viral on SNS and attracted tons of viewers among the 10-20 age range. A a result, the brand recognition and the world beers improved. Summary World beers Sales increase: 400% Total Contents Impressions: 11,768,386 Total Contents Views: 4,434,449 Facebook -Emart IMPS: 2,271,704 / View: 850,198 / CTR: 5.11% / VTR: 30.98% / CPV: 9won -All about ADs(Facebook Commercial Page) IMPS: 6,191,158 / View: 2,246,722 / CPV: 0.2won Youtube IMPS: 2,001,179 / View: 490,017 / CTR: 0.59% / VTR: 21.43% / CPV: 23won Instagram IMPS: 536,817 / View: 184,184 / CTR: 0.68% / VTR: 34.52% / CPV: 12won NaverTV View: 26,808 Naver CPM IMPS: 245,359 / View: 219,845 / CTR: 0.75% / VTR: 89.60% / CPV: 12won
In social media era, the communication between brand and consumer begin with 'empathy'. We provided consumers with a brand experience by planning a empathic digital content. The audiences empathize with the digital content and reacted(like, reply, share etc). As a result, we maximized viral effect, increased brand awareness and sales.
The existing E-Mart advertising campaigns were mainly male viewers. We tried to expand the scope of the target, so we have created a video clip of a campaign that can appeal to people of all ages. At the time of planning, the digital advertisement market was popular with so-called " short-cutting " and " dork " videos. But we didn't want to be dragged into the mainstream. So, he made episodes that people can relate to by taking advantage of Interstellar's special abilities.