Advertiser: BINGGRAE
Agency: INTEROHRIGIN
Category: Best Integrated Campaign Led by Promotion and Activation
Ae: An Byoungchul (Interohrigin)
Ae: Kim Junghoon (Interohrigin)
Cd: Oh Youngkeun (Interohrigin)
Outcome
Considering the floating population in the Itaewon area and the number of visitors to the website, this campaign was exposed to about 4.9 million people for 4 weeks (31 days). More than 20 thousands participated in the actual pop-up store.
Relevancy
Cle d’Or’s main targets are women in their 20s and 30s. To provoke their response, we had to break away from a simple pop-up store to provide more experience than sampling with a variety of attractions and amenities. The exhibition of collaboration works which grafted Cle d’Or to Pop Art, one of the main concerns of young female audience, played a great part as a device to draw their attention and lead them to our pop-up store.
Implementation
Collaborating with Artnom to express the various flavours and high quality of Cle d’Or, we exhibited works in the colours and characters which our main target - young women in their 20s and 30s – prefer, and attached character images on the front glass panel to attract audience. During the collaboration with the students in the visual design, we let them produce various works such as cushions or mobiles which expressed what they felt tasting Cle d’Or. Those works, which enhanced our brand image highly, were replaced with new ones every week while the pop-up store was open.
Client Brief Or Objective
Targeting women in their 20s and 30s who are very sensitive to Korean trends, premium ice cream ‘Cle d’Or’ operated a “Cle d’Or Pop-up Store” on the Itaewon Street which is coming into the spotlight as a cultural avenue. This “Cle d’Or Pop-up Store”, in which we had aimed to build an emotion-touching space for various services such as exhibitions, performances, entertainment and lectures, created more than just a pop-up store by exhibiting a famous pop-artist Artnom’s works, the collaboration works of the department of Visual Design of Seoul National University, etc.