|Title||OCEAN WORLD EPISODE|
|Product / Service||YANOLJA(ACCOMMODATION AND LEISURE BOOKING APP.)|
|Entrant||SM CULTURE & CONTENTS SEOUL, SOUTH KOREA|
|Idea Creation||SM CULTURE & CONTENTS SEOUL, SOUTH KOREA|
|Media Placement||SM CULTURE & CONTENTS SEOUL, SOUTH KOREA|
|Production||PARK PRODUCTION Seoul, SOUTH KOREA|
|KIL RYANG HUH||SM Culture & Contents||Creative Solution Group Leader|
|YUN SOO BANG||SM Culture & Contents||Creative Director|
|BO HYUN LEE||SM Culture & Contents||Art Director|
|SANG WOON AHN||SM Culture & Contents||Copywriter|
|HYE RIM KIM||SM Culture & Contents||Copywriter|
|IN HWAN HWANG||SM Culture & Contents||Art Director|
|YOUNG JUN SONG||SM Culture & Contents||Team Leader|
|JI EUN HUR||SM Culture & Contents||Planner|
|HYE MI PARK||SM Culture & Contents||Planner|
|KWANG WON CHO||PARK Production||Director|
|JIN KYU SHIN||PARK Production||Producer|
The company, Yanolja(meaning “Let’s Play” in Korean), is Korea’s no.1 accommodation-and-leisure booking app with hot prices so people can “get out to play” more easily. For 2019 Summer campaign, we advertised the hot prices in our unique way. First, we gave ourselves the mission to lower prop, location, and model costs to create ads at the hottest prices, then pass those benefits to the consumer. We used various alternative locations such as a home rooftop for a luxury hotel infinity pool, a playground for a waterpark, and a coin laundromat for a submarine tour. This was all caught from smart camera angles using fun props and editing effects. We mimicked these fun leisure scenarios in a realistic way for a hilarious end-result! The expense of 25 ads was equivalent to that of three. Beyond endless positive comments about the idea, Yanolja app's DAU and turnover rose 39% and 210% year-on-year.
Yanolja’s core target is young Korean men and women, aged 20~35. The biggest obstacle preventing them from taking trips is their financial situation. “Low-cost cosplay” is a recent trend in which people pretend that they’re enjoying an expensive leisure activity and is targeted at those who can’t afford their desired vacation. Low-cost cosplay started with low-budget remakes of big-budget productions such as Marvel and Disney movies. However, these days, many young people are gaining huge followings on social media by talking about their various wishes unmet due to their financial situation doing low-cost cosplay.
It’s every brand’s dream to have consumers talking about them at their own free will. This was no different for Yanolja, and we hoped this could be the result of our hot price campaign. To create a strong connection between the Yanolja brand and hot prices, as well as the consumer’s desire for a hot price, the ad was made at a hot price. We showed various instances of our company saving on production costs through location, props, and underwater filming. And with this creative idea, we showed the benefits of a “hot price” with our fun twist. A series of 25 ads were launched, in which we didn’t only save on production costs but also model costs by using non-celebrities wearing masks. Through all of these ads, we highlighted our endless commitment to hot prices.