Cultural / Context information for the jury

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 strengthen the emotional relationship between the brand and the consumers, we observed the real-life of millennials and tried to find the right moment when they need ‘Passion.’ 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 the more you let people know your goals, the more likely you are to achieve.

Please outline the innovative elements of the work

Based on this theory, we created a campaign to motivate consumers to achieve their everyday goals with Passion. So we collected their goals on a mobile site. 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 campaign video. The campaign video collectively earned over 23 million views, and 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.