Why is this work relevant for Brand Experience & Activation ?

For our Millennial targets who have little interest in refrigerators, we offered seamless, integrated online and offline experiences in a way that has never been done before to increase Millennial interest, and by giving them offline experiences that they would want to share, they voluntarily contributed to viral expansion in their social circles.

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 provide them with a new experience to generate interest in BESPOKE, our new-concept custom refrigerator.

Describe the creative idea (20% of vote)

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 (20% of vote)

We chose 10 trendy hotspots in line 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 transformed the locations into stores displaying our refrigerators and showed off the product’s usability with a use case film.

Describe the execution (30% of vote)

A teaser film was used to generate interest, and we created an online pre-test to create personally optimized modules for each individual. We sent out digital invitations showing various ways to use the product, and after leading people to visit our trendy hotspots, we had them share their experiences about the product via SNS.

List the results (30% of vote)

Weekly product sales exceeded 5,000 units, surpassing our previous target of 20,000 units per month. The BESPOKE teaser film and B Place invitation film received more than 25 million views, and we received an average of 18,000 visits per day to our 10 different B Place locations. Social buzz resulted in more than 4,000 articles about the product experience.