SIDIZ X MONTHLY YOON JONG-SHIN COLLABORATION

TitleSIDIZ X MONTHLY YOON JONG-SHIN COLLABORATION
BrandSIDIZ
Product / ServiceSIDIZ
CategoryA07. Use of Talent
EntrantKPR & ASSOCIATES Seoul, SOUTH KOREA
Idea Creation KPR & ASSOCIATES Seoul, SOUTH KOREA
Idea Creation 2 MONTHLY YOONJONGSHIN Seoul, SOUTH KOREA
Media Placement KPR & ASSOCIATES Seoul, SOUTH KOREA
PR KPR & ASSOCIATES Seoul, SOUTH KOREA
Production KPR & ASSOCIATES Seoul, SOUTH KOREA
Production 2 MONTHLY YOONJONGSHIN Seoul, SOUTH KOREA
Additional Company NEW ERA PROJECT Seoul, SOUTH KOREA
Additional Company 2 NASMEDIA CORP. Seoul, SOUTH KOREA

Credits

Name Company Position
Taeil Son SIDIZ Account Director
Yangbin Yoon SIDIZ Account Manager
Seolyi Lee SIDIZ Account Supervisor
Doohee Jung SIDIZ Account Supervisor
Eungyeong Kim KPR Senior Account Manager
Jongshin Yoon MYSTIC ENTERTAINMENT Executive Producer
Geunho Lee - Composer
Hwasung Kang - Sound Design Arrangement
Seunghak Baek NEWERAPROJECT -
Yoonho Hwang NEWERAPROJECT -
Jiyoung Woo NEWERAPROJECT -

Why is this work relevant for Entertainment?

We planned collaboration between Sidiz and Monthly Yoon Jong-shin. Sidiz offers a full line of quality products including interior, office, and student chairs. As a popular entertainer, CEO, and caring dad, Yoon Jong-shin was aligned with our targets and we felt that collaboration would go a long way towards building brand awareness and preference. “Lean on You” is a song inspired by the role chairs play in our daily lives: ever reliable, always there to provide support. Shortly after its release, in the first week of September 2018, the song topped the Naver (Korea’s No.1 portal site) music charts.

Background

One of Sidiz’s slogans, “A chair changes your life,” is reflective of the company’s efforts to awaken, within the public, recognition of the unspoken supporting role that chairs play in our daily lives. The Sidiz x Monthly Yoon Jong-shin collaboration project was yet another part of that effort, and the response to “Lean on You” provided evidence of new ways of thinking among the public, with comments on the video including such sentiments as:  “Like a chair that supports me, this song reminds me of family members we can always rely on and love”  “I think about my mom whenever I listen to this, as she is the one I can truly rely on. The lyrics are awesome”  “A squeaky chair will never sound the same after this”

Describe the creative idea

A chair is at once a place to sit and a thing to lean on. The Chinese character for human (人) resembles two people leaning on each other, and it reminded artist Yoon Jong-shin of all the people in life that we rely on: lovers, spouses, friends, co-workers. This idea was lyricized into a story about all the “chairs” and people we rely on over a lifetime. We agreed that the story was well aligned with the significance the company wanted to convey.

Describe the strategy

When the song was first released no mention was made of the collaboration; we wanted it to be judged on its own merits. After ranking first on the Naver Music chart, we revealed the collaboration by posting an interview with Yoon Jong-shin on the project's objectives. The response again was overwhelmingly positive, with comments like:  “Smartest collaboration ever!”  “It was so fun to see Sidiz chairs featured in a music video”  “If this song was part of PPL for the chair brand, it really deserves applause” Yoon Jong-shin's fans became fans of Sidiz. To maintain public attention, we were proactive at offline music events and on online music platforms. As a result, thousands of project-related, user-generated content appeared, mainly on YouTube, Facebook and Instagram.

Describe the execution

We produced the song “Lean on You” for the September 2018 issue of Sidiz x Monthly Yoon Jong-shin. On September 3, 2018, the song was released in South Korea via six popular music sites, including Naver Music and Melon. Music videos and an interview with the artist were released through the artist’s online channels. We utilized the ‘Melody Forest Camp 2019’ venue to inform the public about the project with Sidiz x Monthly Yoon Jong-shin promotion booth set up on site. During the two-day event, more than 10,000 participants visited to watch and listen. We also collaborated with Dingo Music to showcase a live performance of Yoon Jong-shin’s “Lean on You” and utilized Ordinary People’s Awesome Live channel to hold a cover event, prompting the general public to sing their own versions of “Lean on You.”

Describe the outcome

The response to the song was amazing. A huge number of people watched and engaged. In the first week of September 2018, “Lean on You” topped the Naver music charts among males in their teens and 20s. In addition, the song was viewed more than 3.7 million times, resulting in 58,000 likes and comments. As a result, Sidiz’s top-of-mind awareness increased 7% point and its brand preference also increased 5% point year-over-year. Sidiz became the most famous and preferred brand among our targets as well as chair buyers. Most importantly, Sidiz was able to maintain its top spot as the No.1 chair brand in South Korea. The campaign also marked a meaningful shift in the way that Sidiz had been communicating with consumers, away from the traditional one-directional message delivery through TV commercials and towards bi-directional, preference-based communications.

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