THE GUERILLA GALLERY

TitleTHE GUERILLA GALLERY
BrandILOOM
Product / ServiceILOOM
CategoryA06. Retail
EntrantTBWA\KOREA Seoul, SOUTH KOREA
Idea Creation TBWA\KOREA Seoul, SOUTH KOREA
Media Placement TBWA\KOREA Seoul, SOUTH KOREA

Credits

Name Company Position
Woonghyun park TBWA KOREA Chief Creative Officer
Mincheol Kim TBWA KOREA Creative Director
Younghee Shim TBWA KOREA Senior Copywriter
Jiwoo Park TBWA KOREA Copywriter
Sejin Hong TBWA KOREA Art Director
Minki Kim TBWA KOREA Account Director
Taehyun Kim TBWA KOREA Account Manager
Songjoon Kim TBWA KOREA Account Executive
Sungmin Kim TBWA KOREA Agency Producer
Jeeyoun Roh TBWA KOREA Experience manager

Why is this work relevant for Brand Experience & Activation ?

The Guerilla Design Gallery is opened on- and off-line, replacing furniture with 'design works'. Enables consumers to experience and understand the reasons behind the iloom's furniture design.

Background

In 2018, interest in interior was higher than ever in Korea. Of course, the competition in the related markets was overheating. Particularly, it has been a year in need of more sophisticated and detailed marketing strategies than ever, because Ikea, called the biggest competitor, was expected to have an aggressive marketing to mark its 75th anniversary. iloom was maintaining a higher price policy than its rivals in the Korean furniture market. This was due to the unique iloom’s philosophy, such as the direct progression of the product design, the use of only the best eco-friendly certified materials. Based on these strengths, despite the rather high price barriers, iloom has continued to grow significantly in the student-room category and ranked first in the brand preference for student-room. Driving this momentum, iloom was dreaming of a new leap forward in the living category, a key category of furniture.

Describe the creative idea (20% of vote)

[True designs should take into account the aesthetic basically, and also usability] The most important elicitation of key insight in campaign planning stems from the design philosophy of iloom. After interviewing the iloom Design researchers, all the researchers answered that aesthetics is fundamental to design. They said that adding usability to it was a true design. The concept that best describes this was to look at iloom's furniture as an 'art work.' It was because people would not just appreciate art, but also they would listen to techniques, stories, and explanations about the background of it. I thought this was the best creative idea to show aesthetic and usability at once.

Describe the strategy (20% of vote)

Although iloom has continued to grow by lowering price hurdles through strong product strength, it decided that new momentum is needed to continue growth in living categories beyond student rooms. Looking at consumers' buying behavior of living furniture, more and more people were collecting and purchasing furniture information online, which was more likely to be affected by the image (design) of the product than by experiencing the actual function or durability of the furniture product directly in the store. Actual consumer research has also shown that design is a top purchase consideration when purchasing living products. To this end, iloom wanted to establish itself as a brand that has established its design and practicality at once by applying practical elements such as "livelihood," "durable," and "safety," which were originally allowed to grow in the student room category.

Describe the execution (30% of vote)

Replacing iloom's furniture with "design works" was the beginning. Thinking of furniture as a design piece, it needed a gallery to display it and opened the first social media gallery. It was the beginning of a guerrilla gallery. Then it distributed a video of the gallery introduction on TV and YouTube. In the video, the most famous actor in Korea, "Gongyoo," became a gallery docent. Stores nationwide have installed audio guides that explain each piece of work, as in real galleries. And finally, the actual store was renovated into a design gallery. It was the opening of an actual guerrilla gallery. All of this was done simultaneously during the month of August 2018. Through the use of all-round media, consumers could experience the design of iloom furniture directly or indirectly.

List the results (30% of vote)

The results of the campaign were very surprising. Youtube video VTR exceeded 50% and the month-long impression in August topped 73 million. According to a consumer survey conducted after the campaign ended, all the design-related indicators of iloom rose, and particularly when it came to the idea of an iloom design, the 'designed easy to use' item topped the list. This meant that the original goal of the campaign, "iloom's Design Considering Aesthetic Basically, and Also Usability," was accurately delivered to consumers. The off-line exhibition ended successfully, achieving 400% of visitors compared to existing stores. What's more surprising is that not only the cognitive result but also the sales result was great. Sales of the iloom living category, which was initially targeted, rose 31.4% year-on-year, and especially the Recliner posted 128.6% increase in sales. In addition, bed and sofa products posted impressive sales growth of 194% and 42.7%.

Links

Video URL