CHEERS FAN

Short List
TitleCHEERS FAN
BrandDAESANG CHUNGJUNGONE
Product / ServiceANJUYA
CategoryG01. Local Brand
EntrantTHE.WATERMELON Seoul, SOUTH KOREA
Idea Creation THE.WATERMELON Seoul, SOUTH KOREA
Production SOMEDAY SPRING Seoul, SOUTH KOREA
Production 2 ACA Seoul, SOUTH KOREA
Post Production FIREWORKS Seoul, SOUTH KOREA
Post Production 2 KEYSTONE PLAY Seoul, SOUTH KOREA
Post Production 3 ORANGE CODE SOUND FACTORY Seoul, SOUTH KOREA
Post Production 4 KISS FM Seoul, SOUTH KOREA
Post Production 5 VISION HOLDINGS Seoul, SOUTH KOREA
Additional Company STUDIO SAN Seoul, SOUTH KOREA
Additional Company 2 JW PICTURES Seoul, SOUTH KOREA

Credits

Name Company Position
Chad Song the.WATERMELON CEO & PRESIDENT
Sangwoo Cha the.WATERMELON CEO & PRESIDENT
Hyungkyun Oh the.WATERMELON Creative Director
Jihye Um the.WATERMELON Copywriter
Euijeong Sohn the.WATERMELON Account Executive
Kiwoong Nam the.WATERMELON Account Executive
Jinyoung Lim the.WATERMELON Account Executive
Jiwon Kim the.WATERMELON Account Executive
Yunsung So SomedaySpring Director
JaeWan Eom SomedaySpring Director Of Photography
Junyoung Yang Fireworks Editor
Sehyun Lee Fireworks Editor Assistant
Youjin Park Vision Holdings Corp Colorist
Gayoung Lee Vision Holdings Corp Colorist Assistant
Jongwoo Lee Orange Code Sound Factory Sound Director
Jinwoong Cho Orange Code Sound Factory Sound Engineer
Jooyoung Jeon Orange Code Sound Factory Sound Engineer
Jeongyoon Park KeyStonePlay Supervisor Composite Artist
Donghun Shin KeyStonePlay Senior Composite Artist
Halim Lee KeyStonePlay Junior Composite Artist
Jieun Oh KeyStonePlay Junior Composite Artist
Kangsan Kim studio San CG & Retouching
Jiwon Choi JW Pictures Photographer
Kyungwon Kang JW Pictures Photographer
Seungyeon Choi Freelancer Designer
Minju Bak Freelancer Designer
Hyeryeong Hong Freelancer Designer
Sanghyup Jung Freelancer Designer
Daeyoung Jang Freelancer Camera Assistant
Hyungsuk Na Freelancer Camera Assistant
Hyunjin Park ACA Product Designer

Why is this work relevant for Brand Experience & Activation?

The more people gather in bars, the higher the coronavirus risk. We wondered how we could get people to drink in the safety of their homes. To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales for our client’s Anjuya products - convenience food that are often had when drinking.

Background

According to government statistics, the place with the highest risk of coronavirus transmission is bars. In Korea, only 25% of people wear masks in bars, and 2,227 people have been infected with COVID-19 in bars and clubs within the last 6 months. Drinking and talking in bars is a serious cause of the spread of the coronavirus around the world. So much so that Anthony Fauci, Chief Medical Advisor to the U.S. President, warned that “drinking inside bars is one of the riskiest things you can do right now”.

Describe the creative idea (20% of vote)

To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. The fan will keep you cool throughout the day, and when you feel like having a drink at home, it’ll become your drinking buddy.

Describe the strategy (20% of vote)

We wondered how we could get people to drink in the safety of their homes. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales for our client’s Anjuya products - convenience food that are often had when drinking. Instead of hindering people from going out to drink, we wanted to make it more enjoyable to drink alone at home.

Describe the execution (30% of vote)

In the summer of 2021, when cluster infections in bars were frequent, the Cheers Fan was sold as a set with Anjuya’s products, convenience food that people like to eat when drinking, In just one day, it sold out on Auction, Gmarket, 11Street, KakaoTalk Gift, and Naver Shopping - Korea’s five biggest online shopping sites-, and the total supply of 5,000 units was sold out within a month.

List the results (30% of vote)

The campaign garnered 46 million mentions on social media, and people were highly entertained by this fun way of drinking alone. The campaign film reached 12 million views within just one month, and with wide media coverage (87 times), the campaign’s earned media value was measured at 1.5 billion KRW. Brand likeability reached 72%, and purchase intent jumped by 69%. Online sales of the client’s “Anjuya" products spiked by 42%, an unusual feat in the food brand business. The “Cheers Fan” gave people that were tired from the prolonged pandemic something to smile about, and consumers’ attitudes towards drinking alone at home instead of bars improved by 54.6%. “It’s charming. It’s witty. Drink solo.” - Herald Business “Goods that reflect the times” - The PR ‘“Cheers Fan, sold out in one day” -MBC NEWS “Escape the heat and the loneliness at once” - HYPEBEAST

Please tell us about the brand in relation to the locality or market where the product / service is distributed

In Korea, only 25% of people wear masks in bars, and 2,227 people have been infected with COVID-19 in bars and clubs within the last 6 months. According to government statistics, the place with the highest risk of coronavirus transmission is bars. To get people to safely enjoy a drink at home, we designed the “Cheers Fan”. Designed with a hand that holds a small drinking glass, you can clink your glasses together whenever the fan rotates. If more people stayed home to drink, we could reduce the spread of COVID-19, and also increase sales for our client’s Anjuya products - convenience food that are often had when drinking. Brand likeability reached 72%, online sales of the client’s “Anjuya" products spiked by 42%, an unusual feat in the food brand business. Consumers’ attitudes towards drinking alone at home instead of bars improved by 54.6%.