The Bulgogi Burger and Shrimp Burger are Lotteria's signature creations and have been bestsellers for many years. Their enduring popularity, however, has led to similar offerings by competitors throughout Korea, which has diluted the distinctiveness of Lotteria's original burgers. In an effort to reclaim their iconic status and boost sales, Lotteria is poised to introduce fresh takes on the classic Bulgogi and Shrimp Burgers. The goal is to generate excitement and buzz around these revamped favorites, reinvigorating their appeal and reminding customers why Lotteria's burgers are the originals—and the best.

Our greatest hurdle was the familiarity and age of our products. How could we generate new excitement in the market? We embraced cutting-edge technology: Artificial Intelligence. Leveraging A.I., we produced a K-POP anthem inspired by our Bulgogi and Shrimp Burgers. We engaged our audience, inviting them to vote and make selections. The result was a dynamic campaign that spanned a music video, TV commercials, outdoor advertising, and even a live concert for our customers to experience. This innovative approach not only sparked conversation but also breathed new life into our classic offerings.

We're focusing on people in their mid-20s to 30s, mostly those who've just finished school or are still in college. They've grown up with lots of burger places and have even tried fancy burgers from around the world. They know a good burger when they see one and always want to try something new. Just a regular ad won't grab their attention. We need a really smart and fun plan to get them excited.

We understand that our core audience is in their mid-20s to 30s, so we've strategically reached out to them on platforms where they're most active, including YouTube, Instagram, and Twitter. Given that our project is a music video, we've taken a page from the K-pop industry playbook. We released a teaser to build anticipation before launching the full music video. To complement our online efforts and engage our audience in the physical world, we featured a 3D video display in Seoul's bustling Gangnam district. For the grand finale, we hosted a live concert, offering our young fans an unforgettable experience and a unique way to connect with our brand.

Our campaign has achieved remarkable results. On YouTube, we've garnered over 16 million views. Sales have seen a significant boost, with the Bulgogi Burger sales increasing by 73% and the Shrimp Burger sales soaring by 102%. Overall, our total product sales have risen by 12.7%.