Why is this work relevant for Brand Experience & Activation?

Slow Road puts a twist on existing navigation apps. Slow Road offers 50 themed routes that connect two major tourist spots across the island through the most scenic route, instead of the fastest. This means with a few simple clicks, people can experience a different side of Jeju, using their usual navigation app. Just select the route you want, and the route is shown on your T-map screen instantly. It may take you longer to get your destination, but the journey is well worthwhile.

Background

Jeju Island is the most beautiful place in South Korea. This designated UNESCO World Natural Heritage site is a popular road trip destination to millions. More than 80% get around the island by car and rely on navigation apps to guide them. But all navigations only find the fastest route when you drive to and from locations. If you try to go off course via the coastal road, it continuously recalculates, eventually making you go back on the guided route and miss out on the beautiful scenery. It also makes everyone only take the boring in-land roads and highways, causing traffic during the high season. How can travelers experience Jeju to the fullest, even on the road? In other words, is there a way to turn the boring car ride be into an epic journey?

Describe the creative idea (20% of vote)

We created Slow Road, the beautiful detour map for travelers. It gets you to your destination through the most scenic route, instead of the fastest route. Slow Road offers 50 unique routes that connect different parts of the island, each with a theme such as the road along the coast, through a field of flowers, down the old folk village, etc. This allows travelers to have a personalized experience even if they have to same starting and end point, making their time in Jeju more memorable. These alternative routes also introduce new, less-known places only the locals would know like the best bakery in town. This also helped the local economy grow while scattering travelers to locations other than the famous attractions, which made traveling safer during the pandemic.

Describe the strategy (20% of vote)

Big data played a crucial role in the making of Slow Road. First, through collecting data from Jeju Data Hub and web crawling, we located 65,000 point of interests in Jeju and divided the island into 7 sections accordingly. Then we extracted 10,000 with the highest preference and awareness. This was mashed up with data from a web portal site, queried for gender, age, period, weather, time, etc. We took quantitative data (related key words, hashtags, etc.) with qualitative data (geographical location, scenery, etc.), to create 50 routes, each with a special theme. We even named each of them to give it more of an emotional factor. All routes go from one section to all other sections, evenly covering the entire island, offering a wide selection of scenic routes that cater to every traveler.

Describe the execution (30% of vote)

Slow Road identifies your current location and shows you routes that lead to your desired destination. When you open T-map in Jeju, a pop-up banner directs you to the Slow Road mobile page, which is a part of the Jeju Tourism Organization’s official homepage (m.visitjeju.net). Select a route of your choice, and it will automatically input the waypoints into the T-map for you. So you’re ready to go in seconds. If you’re connecting from outside of Jeju or unfamiliar with Jeju's geography, you can click on the map to scroll through the list of routes available from a specific location. It also has a thumbnail image and waypoints in detail, which is convenient to plan your trip in advance or first-time travelers. If you use it once, you’ll use it several times a day because it transforms boring car rides into an epic journey.

List the results (30% of vote)

Since overseas travel was restricted due to Covid, domestic visitors flooded into Jeju more than ever before. Slow Road set a new norm for traveling during the pandemic by solving overcrowding in famous tourist attractions and alleviated traffic congestion on main roads by scattering people to different parts of the island. We saw an increase in the rate of potential revisits as these new alternative routes encouraged people to come back for more unexplored experiences. Slow Road was featured on national news channels and newspapers, earning a PR value of $168,074 with 0 paid media, in the first week of its launch. In the same time period, Slow Road page on the Jeju Tourism Organization’s official webpage (m.visitjeju.net) gained 583% growth in traffic. And the click-through rate of the T-map banner ad had a 204% increase.