GRILL GRILL CHEESE

TitleGRILL GRILL CHEESE
ClientSEOUL DAIRY
Product / ServiceMOKJANG NADEULI GRILL GRILL CHEESE
CategoryD01. Use of Brand or Product Integration into a Programme or Platform
EntrantMcCANN SEOUL, SOUTH KOREA
Idea Creation McCANN SEOUL, SOUTH KOREA
Media Placement McCANN SEOUL, SOUTH KOREA
PR McCANN SEOUL, SOUTH KOREA
Production McCANN SEOUL, SOUTH KOREA

The Campaign

Research revealed that our target millennials are highly involved in the ‘modisumer’ trend, which refers to consumers modifying existing products to best suit their needs or taste. We decided to use this trend to our advantage, by creating a new concept of “Sam-Chee” and emphasizing how “Grill Grill Cheese” can be a great addition to eating “sam-gyup-sal” (pork belly) at Korean BBQ restaurants, a long-lasting tradition. In terms of how to deliver this idea with impact, we employed a play on words. As “Sam-Chee” originally means Spanish Mackerel, we adopted a humorous tone in our video. We exaggerated the angry reaction of the store owner by illustrating, quite literally, the local saying of “laser shooting out of one’s eyes,” commonly used by Koreans to describe a fiery stare that would only be natural when asked for a fish dish at a Korean BBQ restaurant.

Creative Execution

We aired our ads on select CATV, IPTV, PPL, direct and banner spots for the first campaign period ( 2017.06`2017.07). Our media spend mainly focuses on CATV channels, while leveraging cinema ads since mnay of our target millennials spend their weekends at the theater. During our second campaign period (2018.01-2018.02), we aired only on TV. The most impactful spend would definitely be our collaboration with “Delicious Guys,” an iconic food comedy program through which we trialed the creation of “Sam-Chee” on air. This collaboration set off our campaign to a good start because it persuaded our target millennials to actively try the “Grill Grill Cheese” product without hesitation. As the four comedians are well-known for their voracious yet highly selective appetites, their praise of “Sam-Chee” immediately captured people’s attention with credibility. The clip went viral on social media soon after it was aired, bringing the “Sam-Chee” trend to life.

INCREASE IN SALES: Though our initial objective was to increase sales by 100% increase in sales, we saw an extraordinary 400% increase in sales when compared to the average mothly sales for the past eight months. Through our campaign that were held during June-July 2017 and January-February 2018, sales increased from a monthly average of 14,213 units (2016.10-2917.05) to 56,822 units (2017.06-2018.02). GENERATE PRODUCT INTEREST: During the two-month campaign period, “Grill Grill Cheese” achieved 52,100 and 53,100 relevant keyword searches, respectively. This was a 100% increase when compared to the prior months. Also, “Sam-Chee” became so popular that more Korean BBQ restaurants requested to sell our products. CREATE A LASTING TREND: By adding on a Western yet widely loved food item, “Sam-Chee” was born – forever changing the way Koreans enjoy a traditional delicacy.

Despite our limited budget, our media strategy that focused on TV channels most favored by our target millennials enabled effective communication of our attempt to reinvent Korean BBQ with “Sam-Chee” (‘sam-gyup-sal’ (pork belly)+’cheese’) as a ‘modisumer’ (consumers who modify products to suit their needs/taste) product. Our strategy in epitome would be our PPL on “Delicious Guys,” an iconic food comedy program featuring four comedians famous for their voracious yet highly selective appetite. Their praise of “Grill Grill Cheese” served as a powerful testimony, leading our target millennials to try our product with ‘sam-gyup-sal’ for maximized taste, making “Sam-Chee” go viral.

Insights, Strategy and the Idea

Understanding that our millennial target audience is always eager for new, unique experiences to enjoy and share, we created a new ‘modisumer’ concept of “Sam-Chee.” In order to encourage our target millennials to 1) try out “Sam-Chee” and 2) promote it within their respective communities so that it becomes a popular, lasting trend, we had to strategically spread out our media spend. As our limited budget eliminated celebrity sponsorships and large, public TV channels from our options, we chose to focus on select media channels that our target millennials favored the most. Such channels included CATV comedy and drama shows, Naver (most used Korean portal site), and IPTV spots. All media efforts focused on portraying “Grill Grill Cheese” as a tasty addition to Korean BBQ that will maximize its already amazing flavor and become unforgettable. Millennials soon added credibility by sharing their experiences through their own means.

Credits

Name Company Position
SJ Kim McCann Worldgroup Korea CEO
Hyerim Kim McCann Worldgroup Korea Copywriter
Donghyun Lee McCann Worldgroup Korea Art Director
Young Ki Ha McCann Worldgroup Korea Head of Media
Jee Young Kwak McCann Worldgroup Korea Head of Strategy