Creative Data Spike Award

Case Film

Presentation Image

Product / ServiceSLOW ROAD
CategoryB05. Data Integration
Production THE SHOT Seoul, SOUTH KOREA
Additional Company BOXTREE CO., LTD. Jeju City, SOUTH KOREA


Name Company Position
Yehoon Lee Cheil Worldwide Chief Creative Officer
Seontaeck Kim Cheil Worldwide Creative Director
Joohee Lee Cheil Worldwide Creative Director
Hyewon Hyun Cheil Worldwide Copywriter
Jeongsil Lee Cheil Worldwide Copywriter
Sangho Lee Cheil Worldwide Account Director
Choongok Lee Cheil Worldwide Account Executive
Hyeonmun Kim Cheil Worldwide Account Executive
Sohyun Jess An Cheil Worldwide Account Executive
Seokju Hwang Cheil Worldwide Digital Technical Director
Churl Gwon THE SHOT Film Director
Inkyu Lee THE SHOT Director of Photography
Jisu Shin THE SHOT Assistant Director
Sehun Kim THE SHOT Producer
Bokyeom Kim Tmap Mobility Developer
Yonghun Kim Tmap Mobility Service Planner
Serin Son Tmap Mobility Service Planner
Hyojeong Jang Freelancer Product Manager
Sooyeon Baek Freelancer UX Designer
Jiwon Lee Freelancer Service Planner
Kwangjae Jee BOX TREE Big Data Analysis
Keeduk Kim BOX TREE Big Data Analysis
Jeongho Cho Creative Bom Graphic Designer
Sangjin Woo Creative Bom Graphic Designer

Why is this work relevant for Creative Data?

Jeju Big Data is a public platform operated by Jeju Province. From Jeju Big Data platform, we collected data through quantitative and qualitative analysis, to design new routes for travelers. In result, 50 themed routes were created go through the most scenic route, instead of the fastest. We collaborated with T-map, no.1 navigation app in Korea, to recommend different routes according to the current weather, time, season etc. It also shows you routes most favored by people in your age group, of the same gender and purpose of travel, share similar interests etc.


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? Is there a way to turn the boring car ride be into an epic journey? How can the most frequent visitor see a side of Jeju they’ve never seen before?

Describe the Creative idea / data solution (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. Using big data, we created 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/end point, making their time in Jeju more memorable. It uses data to recommend certain routes. For example, it will recommend a route that’s favored in your demographic, and depending on the time of the day, it will suggest the west coast route so you’ll see the sunset as you drive. Or it will let you know the mountain route is dangerous if it is snowing out.

Describe the data driven strategy (30% 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 creative use of data, or how the data enhanced the creative output (20% of vote)

Slow Road collaborated with T-map, the no.1 navigation app in Korea, to recommend different routes according to the current weather, time, season, and more. It shows you routes most favored by people in your age group, of the same gender and purpose of travel, share similar interests etc. It 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. Select a route of your choice, and it will automatically input the waypoints into the T-map for you. If you’re outside of Jeju or unfamiliar with Jesu, 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.

List the data driven results (30% of vote)

The ease of use increased the usage frequency- when people used it once, they use it several times a day, sometimes everyday while they were on the island. In addition, these new, alternative routes increased potential revisits because it encouraged people want to come back for more unexplored experiences. Since overseas travel was restricted, domestic visitors flooded into Jeju. Slow Road resolved overcrowding in famous tourist attractions, helped the local economy grow, and alleviated traffic congestion on main roads by scattering people to different parts of the island. It truly redefined social distance traveling. In the first week of its launch, Slow Road page on the Jeju Tourism Organization’s official webpage ( gained 583% growth in traffic. The click through rate of the T-map banner ad had a 204% increase, and T-map usage rate in Jeju increased by over 36%, all in the same time frame.


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