Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AMOREPACIFIC
Product/Service: MAMONDE COOLING SUN SPRAY
Agency: BBDO KOREA
Media Agency: PHD, Seoul, SOUTH KOREA
Executive Creative Director: Jungtae Kim (BBDO Korea)
Creative Director: Younghoon Kim (BBDO Korea)
Copywriter: Junhyuk Suh (BBDO Korea)
Senior Account Executive: Chan Kim (BBDO Korea)
Account Executive: Hali Choi (BBDO Korea)
Copywriter: Eunhye Shin (BBDO Korea)
Art Director: Eunsoo Sohn (BBDO Korea)
Account Director: Sukyung Yook (BBDO Korea)
Account Executive: Narae Lee (BBDO Korea)
Media placement: Outdoor Event-Body Painting - Patong & Kata Beach, Phuket, Thailand - 2-4 March 2012
Media placement: Mobile - YouTube - 1 April 2012
Insights, Strategy & the Idea
Mamonde is one of top skin care brands in Korea and plans to expand its presence in Thailand after a successful launch in China. Though Mamonde is a big brand in Korea, there is almost no brand awareness in Thailand. Therefore, the most important communication objective is to generate brand awareness. The client chose sunblock spray as a launch product as it is widely used in Thailand and easy-to-use product. In order to achieve this objective quickly, an impactful buzz making pre-launch campaign was needed. Mamonde’s global target is 27-32 female and we tried to figure out ‘when and where receptive’ against this target. Considering target’s low receptivity about conventional media, we explored unique new media - the human body. It effectively reached to our target and demonstrated product performance in an impacting way.
Creative Execution
In order to achieve the goal, we came up with the body QR code idea. This idea utilises a person’s body as a breakthrough media vehicle by using tanned and not-tanned skin contrast to visualise a QR code. This was therefore, very meaningful and relevant with the sun block functioning of the product. The QR code tattoo idea was executed in beach areas, where the target gathered and the product is mostly used. The whole process of QR code tattooing happened at the beach and people there actually captured the QR code while tattooed models hung around the area.
Results and Effectiveness
In terms of generating issue and buzz making pre-launch, this particular campaign turned out to be very successful. In a day, 2,322 people captured QR code and watched product video. We are planning to execute the same idea in Korea and China in the summer. As this particular campaign was pre-launch activity and the brand has not yet officially launched in Thailand hence, no numeric business or brand performance data is available at this moment.