Background

The Millennial generation has little interest in refrigerators, and they don’t feel the need to visit home appliance stores to see them. We felt it was necessary to give them a new kind of experience to generate interest in BESPOKE, our new-concept custom refrigerator.

Describe the creative idea

Under the slogan “If your lifestyle is different, your refrigerator needs to be different,” we subdivided our core target audience into 10 categories and with a digital invitation showing product usage natural to each target’s lifestyle, we expanded online and offline experiences to trigger consumer behavior.

Describe the strategy

We chose 10 trendy hotspots popular with each of our core Millennial targets (Young Millennials, trendy moms, families with kids, early 40’s, etc.) and placed our product in each location with modules optimized for each target’s lifestyle. In this way, we turned these trendy hotspots into our own exhibition stores and showed off the product’s usability with a use case film.

Describe the execution

A teaser film was used to generate interest, and we created an online pre-test to create personally optimized modules for each individual. We used a digital invitation to deliver a use case film that showed various ways to use the product, and invited people to visit each trendy hotspot. Afterwards, we had them share their experiences about the product via SNS.

List the results

Weekly product sales exceeded 5,000 units, surpassing our previous target of 20,000 units per month. Total exposure for BESPOKE content reached 270 million, with 25 million views, and offline engagement reaching more than 100,000 people, with an average of 18,000 people per day visiting our 10 B Place locations. Social buzz resulted in more than 4,000 articles about the product experience.