|Title||FEEL THE RHYTHM OF KOREA|
|Brand||KOREA TOURISM ORGANIZATION|
|Product / Service||KOREA TRAVEL|
|Category||A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||KOREA TOURISM ORGANIZATION Wonju, SOUTH KOREA|
|Idea Creation||HS AD Seoul, SOUTH KOREA|
|Media Placement||KOREA PRESS FOUNDATION Seoul, SOUTH KOREA|
|Post Production||BRAVO PRODUCTION Seoul, SOUTH KOREA|
|KYUNG JONG SEO||HS Ad||Creative Director|
|SEUNG EUN LEE||HS Ad||Account Executive|
|KYUNGSOO KIM||HS Ad||Account Executive|
|HANSOL HA||HS Ad||Account Executive|
|KWANHO LEE||HS Ad||Account Executive|
The annual national business, Korean Tourism marketing could no longer use the message to promote visits to Korea due to COVID-19. Thus, we established a strategy to avoid recommending visits while drawing attention to Korea at the same time. We could attract people's attention by using the music video format, displaying dance performance at tourist sites rather than simply showing landmarks. Cover dance contents uploaded from all around the world as our contents became a hot topic online and it imprints positive images of Korean tourism to numerous foreigners during a period of low interest in traveling.
As traveling became tough due to COVID-19, we needed to establish a strategy different from the previous tourism communication that usually induced people to visit Korea. In addition, we aimed to develop an impactful campaign so that foreigners remind of Korea as the priority when covid-19 ends and travel resumes. In a limited situation where social distancing is implemented and face-to-face communication becomes difficult, online content is almost the only way to deliver the charm of Korea across the world. So the main purpose of this campaign is focusing on interesting music and dance performance rather than showing famous landmarks. We used the modernly reinterpreted version of Korean traditional music “Pansori”, which was unfamiliar to foreigners, as the BGM, and sought to arouse interest through creating a scene of people, visiting major tourist sites and dancing within the crowd, in the form of a music video.
Instead of simply showing famous landmarks of Korea in the ad, we planned the 6 series of tourist contents that highlights characteristics of each city [Seoul, Jeonju, Busan, Mokpo, Andong, Gangneung] It attracts attention by combing Band LEENALCHI’s music which is reinterpreted Korean traditional sound ‘Pansori’ with the breathtaking dance performance, and tried to catch the eyes by showing local place that is less familiar to foreigners. We settled concepts for each city; Seoul, the capital city of Korea; Busan, the city of the sea; and Jeonju, a city where the tradition lives intact, and selected songs that matched the concepts to edit and create dance choreography. As ‘Pansori’ was unfamiliar to foreigners, many foreigners showed deep interest in it, and through the music video-like dance performance directions, we were able to receive reviews as an advertisement that does not seem like an advertisement.
[Target Audience] Age targeting (China:2040F / Japan:2130,4150F / Middle East Asia:1834 / Europe & America:2059MF), executed globally. [Approach] In order to create a brand new type of tourism content, we conducted a consumer trend analysis. We were able to confirm that short videos of music and dance like the contents on TikTOK were popular online. To deliver the Korean excitement through online contents, we selected a theme called ‘Feel the Rhythm of Korea’ and produced a music video format video on the harmony of Korean traditional sound and modern dance performance. We utilized online platforms (Youtube, Facebook, TTD, TOUTIAO, IQIYI, TENCENT) mostly used by the MZ generation, the main target of the travel industry, to create voluntary viral.)
“Feel the Rhythm of Korea” contents were produced in the form of a music video with different concepts according to the characteristics of each city (ex. traditional city, marine city, capital city, etc.). The LEENALCHI band’s music, a reinterpretation of Pansori, was used as the BGM, and the dance team went around the city's tourist spots and danced to trigger the excitements of Korea. In Andong, Gangneung, and Mokpo contents, band ‘LEENALCHI’ that actually played the BGM, also appeared in the video to secure fandom. The contents received attention by using music and dance as subjects, while considering the MZ generation, the main target of the travel market, and was executed via global online media (YT, FB, TIKTOK, etc.) during the on-air period [2020.08.03 ~ 2020.12.06]
[Reach] - Views: 566,239,423 - Organic Views 25,842,854 [Engagement] - Clicks: 23,914,394 - Reviews: 602,434 [Others] - VTR: 30.49% - VTR (100%): 12.94 - CPV: 6.4 (KRW) [Consumer awareness & behaviour] - 16 times reported on the Domestic broadcast, 11 articles in the Newspaper, and more than 330 reported Online - The contents topped the list of YouTube trending video. - Cover dance contents and parody videos uploaded from all around the world