Write a short summary of what happens in the ambient or digital execution or campaign.

Under the slogan “If your lifestyle is different, your refrigerator needs to be different,” we subdivided our core target audience into 10 categories and matched our product modules to go with the different kinds of hotspots they frequent. Each hotspot was transformed into one of our exhibition stores and we encouraged people to voluntarily share their experiences about the product via SNS. The places Millennials enjoy gathering became our outdoor media locations.

Cultural/Context information for the jury

Korean Millennials are very sensitive to trends, and letting others know that they’ve been to trendy hotspots is the kind of experience that they want to show off to others. This kind of generational characteristic is what makes our BESPOKE products, integrated into trendy hotspots, an experience they would want to share via SNS.