SCHOOL INVASION

TitleSCHOOL INVASION
BrandLOTTE CORPORATION
Product / ServiceLOTTE CORPORATION
CategoryB06. Sports for Good
EntrantDAEHONG COMMUNICATIONS VIETNAM Hanoi, VIETNAM
Idea Creation DAEHONG COMMUNICATIONS VIETNAM Hanoi, VIETNAM
Media Placement DAEHONG COMMUNICATIONS VIETNAM Hanoi, VIETNAM
PR DAEHONG COMMUNICATIONS VIETNAM Hanoi, VIETNAM
Production DAEHONG COMMUNICATIONS VIETNAM Hanoi, VIETNAM

Credits

Name Company Position
Hwang in il Daehong Communication Executive Account Director
Weon Suk Lee Daehong Communications Sr. Account Director
Chul Woong Lee Daehong Communication Account Executive
Tae Yul Lee Daehong Communication Account Executive

Why is this work relevant for Entertainment?

Soccer is the most popular sport in Vietnam.‘Quang Hai’, Who is the top soccer player suddenly appears at elementary school. The students are unexpected and fully surprised. And the story makes our eyes can't take off. It is a digital advertisement that shows not only fun but also heartwarming storytelling through soccer match.

Background

Vietnam is emerging as the top soccer nation in Southeast Asia. The soccer is prevalent in Vietnam as the national sport. However, The soccer infrastructure in school is very poor, which is like, many elementary school have no goal posts even high growth of sport industry. So, LOTTE came out to create more public awareness about soccer's insufficient infrastructure facilities and support children dreaming. This is what LOTTE do, to deliver LOTTE's corporate message, "Your Lifetime Friend, LOTTE", the brand value of LOTTE Group.

Describe the creative idea

The Xuan Non elementary school soccer team was supposed to have a game match with a rival school team. So, they gather in the ground. But Vietnam's No.1 soccer star who graduated Xuan Non elementary school, 'Quang Hai', invade with a surprise appearance and start a special 1 vs 11 soccer match with elementary school soccer team.

Describe the strategy

To make the talk of the trade by sudden appearance of 2019 Vietnamese Golden Ball Winner ‘Quang Hai'. It is favorable contents that makes voluntary interaction with fun and feature of corporate social responsibility contents.

Describe the execution

Make Viral video using core topic 'soccer' that targets Vietnam Young generation. Put out the digital advertisement focused on facebook which more than 95% of Vietnam internet users use. Proceed event promotion which makes viewers voluntarily participated.

Describe the outcome

-Total number of View is more than 22,000,000 on Facebook and Youtube. It is about 33% of Vietnam Internet user. -Total number of post share is more than 3,000. -Total number of post like is more than 90,000. -Positive reports from 30 media company. -More than 800 people particate on online and offline event. -Achieve consumer-participated campaign.

Links

Video URL