When you want to make first brand
that consumers think of
among competing brands
When you want to make first brand
that consumers think of
among competing brands
K-pop Campaign:
Feel the Rhythm of Korea
with BTS
The client aimed to capitalize on the increasing demand for overseas travel as global travel restrictions began to ease in the post-COVID era. With over two years of suppressed demand from international tourists, the goal was to position Korea as the top choice for the first international trip after the pandemic.
However, Korea faced stiff competition as one among many potential travel destinations. The challenge was to make Korea the first choice in the minds of tourists, highlighting its unique attractions and cultural elements through a campaign video that showcased regional characteristics, trends, and distinct tourism elements.
SBI Savings Bank
SBI’s Essay Campaign
While SBI Savings Bank is the top company in the South Korean savings bank industry, its unique name "SBI" posed a challenge in terms of memorability compared to the easy and straightforward names of its competitors.
In a market where the company that comes to mind first at the moment of need is more likely to be chosen by consumers, the challenge was to make SBI the first choice for consumers when they needed a savings bank, even though it was not the most recognized brand.
Despite being the top savings bank in South Korea, SBI Savings Bank was not the top in terms of brand awareness. Therefore, there was a need for a campaign to elevate the brand's first recall and awareness.
REJURAN campaign
REJURAN was already a well-known brand among those who had visited dermatologists, particularly recognized as a leading skin booster injection brand. It had grown based on product quality and word of mouth without specific advertising campaigns. However, for general consumers who were not highly invested in skincare procedures, the brand was still relatively unfamiliar. The mission of the campaign was to make REJURAN a recognizable and preferred choice for even less involved consumers, encouraging them to consider or specifically request REJURAN treatments.
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Minimax campaign
The situation involved the need to enhance the awareness of Minimax, a latecomer in the market of children's health functional food, where powerful competitors were already established. Although mothers were highly involved, it was observed that they tended to purchase based on recommendations from acquaintances or familiar brands, as they couldn't directly confirm the efficacy/effects. Thus, the primary goal was to establish recognition among mothers as "children's specialized health functional food."
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