LOVE FOR D.M.Z.

TitleLOVE FOR D.M.Z.
BrandKTO (KOREA TOURISM ORGANIZATION)
Product / ServiceKOREA TOURISM
CategoryA10. Not-for-profit / Charity / Government
EntrantSM CULTURE & CONTENTS SEOUL, SOUTH KOREA
Idea Creation SM CULTURE & CONTENTS SEOUL, SOUTH KOREA
Media Placement SM CULTURE & CONTENTS SEOUL, SOUTH KOREA
PR SM CULTURE & CONTENTS SEOUL, SOUTH KOREA
PR 2 PRAIN GLOBAL INC. Seoul, SOUTH KOREA
Production SM CULTURE & CONTENTS SEOUL, SOUTH KOREA

Credits

Name Company Position
Taeho Kim SM Culture & Contents Account Director
Hyung Doh Lee SM Culture & Contents Digital Creative Director
Yun Shin Bae SM Culture & Contents Account Manager
Gil Yong Chang SM Culture & Contents Account Manager
Il Hee Han SM Culture & Contents Account Executive
Hwi jung Kim SM Culture & Contents Creative Director
Sung-wook Han SM Culture & Contents Creative Director
Annie Lee Prain Global Executive Director
Young Hwa Son Prain Global Account Director
Song Yi Ahn Prain Global Associate Account Director
Aoyama Saho Prain Global Senior Account Executive
Chung Il Lim Time Theater Art Diector

Why is this work relevant for Brand Experience & Activation ?

Korea is the only divided nation in the world and has a demilitarized zone, D.M.Z.. We have utilized "D.M.Z." as a core marketing concept to provide a very special tour experience that no other nation can give.

Background

Using the peaceful atmosphere of the Korean peninsula in 2018, the international on/offline people engagement campaign, #LoveforDMZ, was launched to increase curiosity and awareness of Korean tourism and to ultimately induce people to come to Korea by introducing demilitarized zone, D.M.Z.. Our objectives of the campaign are to increase the number of tourists visiting Korea for D.M.Z. and contribute to consolidating the peaceful atmosphere in Korea.

Describe the creative idea (20% of vote)

This campaign was started from the phrase, "Tourism is the passport to peace". We want to see if it is really possible that tourism can bring peace to Korea. In order to attract tourists around the world, we had created a new tourism asset that symbolizes peace. The media train was created with new technologies such as holograms to give people a feeling of moving on a railway. While the train is virtually moving, the windows were covered with the floating cards sent by people around the world who had participated in the #loveforDMZ on/offline campaign.

Describe the strategy (20% of vote)

Promoted integrated marketing that combined with advertising, online and offline marketing activities. The campaign is used as a tourism asset which visualized #LoveforDMZ message cards collected on online through advertisement by utilizing new technologies, such as holograms, on an actual offline space The campaign was utilized as a tourist asset which visitors can experience virtually visualized #LoveforDMZ message-cards sent from the people around the world via the designated online microsite in the offline space.

Describe the execution (30% of vote)

Date : 2018.12.07 ~ 2019.01.30 Step 1 - The advertisement was created to encourage engagement by using the sentence “Have you ever dreamed of the marvelous zone, DMZ?” Step 2 - People submitted their pictures and messages for a desire for DMZ sightseeing with the ‘Finger Heart’, which has become famous and unique pose when taking pictures. - Videos by Korean celebrities were filmed to encourage people to participate in the campaign. - Offline events were for tourists from other countries. Step 3 - Virtual cards with the hope for peace from 190 countries around the world enabled the train to run on Peace Railway virtually. - The train provided an experience of traveling DMZ thanks to the LED display on the windows which enabled the backgrounds to change into DMZ scenery and the motion graphic for moving message cards from the world to fly on the windows.

List the results (30% of vote)

- 57,889 people from 190 countries have participated in the campaign. - The user view is more than 10,000,000, and the page view is more than 20,000,000. - Imjingak Pyeonghaw Nuri Park Visitors has increased by 15% compared to the year of 2018. - A total number of the articles on #LoveforDMZ campaign is 59.