Why is this work relevant for Brand Experience & Activation?

People who are enthusiastic about Gompyo merchandise go around several stores to look for Gompyo wheat beer. And they waits for hours at the shopping malls to get Gompyo jackets. They go anywhere and are willing to spare time and effort to get popular Gompyo merchandise.

Background

Gompyo is the hottest brand in Korea in 2021. Though it’s a flour brand with a 70-year history, it has made various brand merchandise to communicate with the younger generation. The response from consumers has been enthusiastic. Each new merchandise was sold out. People wandered the stores to look for it, and did not hesitate to stand in line for hours. The Gompyo merchandise was moving people, and we decided to use this power of the Gompyo goods in a good way.

Describe the creative idea (20% of vote)

We opened a special pop-up store at the top of the mountain on 300 meters above sea level, with the popular Gompyo brand merchandise. We named it “Gompyo Plogging House”. In order to get the merchandise, you have to hike the mountain for over an hour and pick up the trash around the mountain. Because you can only exchange trash picked up from the mountain for it. First, receive a dedicated bag at the entrance of the mountain, pick up trash while hiking, and had them exchanged it to the merchandise what you want at the store of the top.

Describe the strategy (20% of vote)

Gompyo merchandise has the power to move people. So, we decided to use this power in a better way. The campaign objective is to make the mountain clean by allowing people to pick up trash naturally as they hike high mountains to get the Gompyo Merchandise.

Describe the execution (30% of vote)

We opened a Gompyo merchandise pop-up store, at the top of a mountain on 300 meters above sea level. Because Gompyo merchandise is popular. Each new merchandise was sold out. People wandered the stores to look for it. And they did not hesitate to stand in line for hours. We thought that such a Gompyo merchandise that moves people could bring people to the top of a high mountain. People who came to the mountain to get Gompyo merchandise did not just hike, but naturally picked up trash while hiking the mountain, and they exchanged trash for merchandise in the pop-up store at the top. It made Gompyo merchandise more meaningful.

List the results (30% of vote)

On November 1, 2021, we opened a pop-up store at the top of Soraesan Mountain, on 300 meters above sea level. Participants received a dedicated bag from the entrance of the mountain, picked up trash while hiking for an hour, and exchanged trash for merchandise at the top. It opened at 2 p.m. and all the merchandise prepared was exchanged in three hours. About a hundred people who are enthusiastic about Gompyo merchandise visited the mountain, all the merchandise prepared was exchanged for trash from the mountain in three hours.