WILLBOARDS

TitleWILLBOARDS
BrandMAXIM T.O.P
Product / ServiceCOFFEE
CategoryA01. Fast Moving Consumer Goods
EntrantINNORED Seoul, SOUTH KOREA
Idea Creation INNORED Seoul, SOUTH KOREA
Media Placement INNORED Seoul, SOUTH KOREA
Production SPACE MONSTER CONTENTS Seoul, SOUTH KOREA

Credits

Name Company Position
INNORED Associates INNORED Creators
Byung-hyun Lim WePP Film Director
Sung-in Cho WePP Cinematographer
Byoung-ju Park WePP Gaffer
Sin-uk Kang WePP Executive Producer
Hyunh-sun Kim WePP Film Producer

Why is this work relevant for Brand Experience & Activation?

Maxim espresso T.O.P, a leading Ready to Drink coffee brand in Korea, has been ‘Passion.’ However, for young Korean millennials, the word ‘Passion’ is just one of those good words that sound lame and doesn’t accurately reflect their busy lives. To address this consumer insight, we observed the real-life of millennials and tried to find the right moment when they need ‘Passion.’ By reminding and emphasizing the real value of Passion that target consumers can relate to, we wanted to strengthen the emotional relationship between the brand and the consumers.

Background

Since 2014, the core brand identity of Maxim espresso T.O.P, a leading Ready to Drink coffee brand in Korea, has been ‘Passion.’ However, for young Korean millennials, the word ‘Passion’ is just one of those good words that sound lame and doesn’t accurately reflect their busy lives. To address this consumer insight, we observed the real-life of millennials and tried to find the right moment when they need ‘Passion.’ By reminding and emphasizing the real value of Passion that target consumers can relate to, we wanted to strengthen the emotional relationship between the brand and the consumers.

Describe the creative idea (20% of vote)

To make this campaign more meaningful, we thought there must be the participation of the real consumers, and they must be the owners of this campaign. So we collected their insights on a promotional mobile site, where they can list their everyday goals. Then we turned them into real ads or "WILLBOARDS" and then covered the city with them, such as subway stations, bus stops, buildings, and more around Seoul. Not only that, to promote this campaign, we made a video about a girl who achieved her goals thanks to the "WILLBOARDS."

Describe the strategy (20% of vote)

Young millennials are passionate when they go on a diet, and yet, they often find themselves ordering a pizza late at night. We thought this could be the real moment when they need Passion to achieve the little goals in their everyday lives. With that in mind, we got the idea from a theory known as the ‘Profess Effect,’ which says that the more you let people know your goals, the more likely you are to achieve those goals. Based on this theory, we created a campaign to motivate consumers to achieve their everyday goals with Passion.

Describe the execution (30% of vote)

To make this campaign more meaningful, we thought there must be the participation of the real consumers, and they must be the owners of this campaign. So we collected their insights on a promotional mobile site, where they can list their everyday goals. Then we turned them into real ads or "WILLBOARDS," which is then displayed around Seoul. Not only that, to promote this campaign, we made a video about a girl who achieved her goals thanks to the "WILLBOARDS."

List the results (30% of vote)

The campaign video earned over 23 million views and fans were taking to social media with their wills. More than 23,000 people participated in the promotion and made their WILLBOARDS online. And hundreds of goals were executed on real advertising spaces, including such as bus shelters, subway stations, and buildings, which led to a sharp rise in sales and a number of brand search keywords on portals. With the explosive growth of T.O.P, the total sales of Ready to Drink section of Dongsuh reached 160 billion won this year, which is 8.8% more compared to the last year.

Links
Video URL