Kyung Dong Navien, with its brand Navien Mate focusing on hot water mats and electric mats, has been emphasizing the idea that "optimal sleeping temperature enhances the quality of sleep." However, the importance of "sleeping temperature" was not well-received by consumers. While consumers acknowledged the importance of good sleep, they primarily associated it with supplementary products for sleep. Therefore, the main mission was to make "temperature" a crucial condition for good sleep.
Consumers tend to think of supplementary products when considering good sleep, overlooking the importance of "temperature" as a condition for sound sleep. This insight led to the central mission of the campaign, which aimed to prompt consumers to think about "temperature" as a crucial element for good sleep.
However, the keyword "sleeping temperature" was unfamiliar to consumers, making it challenging to generate interest. Therefore, to turn an uninteresting story into something engaging, storytelling was deemed necessary.
If storytelling 1.0 is generally defined as "conveying what the brand wants to communicate through interesting and vivid stories," in this campaign, storytelling 2.0 was considered necessary. This involves allowing consumers to directly experience and feel what the brand wants to communicate through real experiences and participation.
1 Building a brand platform through storytelling
Instead of unilaterally emphasizing the importance of "sleeping temperature," the campaign was planned to naturally connect "sleep" and "temperature" through storytelling. The campaign is centered around the concept of the "Dream Shop," aimed to establish a brand platform. This platform served as the foundation for producing virtual web entertainment content called “Kingslemen" that reflected the theme of the "Dream Shop." The web entertainment series received enthusiastic responses from consumers with each episode.
2 Establishing brand identity to encourage consumer participation
Weekly releases of web entertainment helped build up the brand's identity. Additionally, activities such as creating a sleep song and conducting live commerce for actual hot water mats were carried out within the web entertainment series. Through these processes, experiential events that could lead to real consumer engagement were planned. As a result, a comprehensive campaign was established that transcended the boundaries between online and offline, facilitating genuine fan interactions with consumers.
The campaign contributed to the spread of positive messages and an increase in visitors to the Navien House platform. The number of new visitors to Navien House increased by 61% compared to the same period the previous year, and event page activity increased by a remarkable 105%. Moreover, during the campaign period, the number of viewers for live commerce broadcasts increased approximately 3.4 times compared to the existing viewership. This campaign was successful in numerically proving the establishment of connections with consumers.
In addition, the results obtained through consumer comments on web entertainment and Dream Shop promotions confirmed the creation of a link between "Navien" and "Dream Shop," contributing to the establishment of a connection between "Navien" and "good sleep." This linkage appears to have had a positive impact on enhancing the Kyung Dong Navien brand.
Initially developed as a promotional page of a certain scale, "Dream Shop" was upgraded into a full-fledged platform in response to the client's needs during the early stages of the campaign. Currently, it operates as a consumer experience platform that has expanded to offer various sleep-related content and solutions, enhancing the overall consumer experience.
