In Seoul, there have been regional polarization and disparities between districts which have led to the economic exclusion of small businesses. What is even more serious is that hyperlocal businesses, the backbone of local economy, have been struggling and stagnated due to the prolonged pandemic and the widespread use of online platforms that have changed customers’ spending patterns.

In this situation, we aimed to revitalize hyperlocal businesses as a local brand and a part of citizens' living space with self-sustaining power to grow, rather than just a consumption space.

As a socially responsible company, LG Electronics sought to promote mutual growth between large corporations and small businesses, enhancing the brand's social contribution and building brand fanbases to improve the brand and regional affinity and awareness.

In order to revitalize neglected alleyways and create a unique experience, we infused new energy through a local platform-community called Another Vibe, which serves as an anchor store for the community. Similar to an anchor store in a shopping mall that draws a significant number of customers by offering a broad range of products and services, we aimed to invigorate marginalized alleys through Another Vibe.

We collaborated with Seoul city, local brands, and residents to discover the unique characteristics of hyperlocal alleys and developed them into distinctive experiences and content in the space with LG Electronics. Through five Another Vibe places, we aimed to attract both locals and visitors, activate nearby commercial districts, spread the charm of each alleyway, and offer new brand experiences.

Another Vibe focused on the authenticity and originality of local neighborhoods under the catchphrase "Local economy thrives when alleys thrive". Our approach was to provide contents that allows visitors to experience unique local lifestyles in alleys and induce them to become voluntary ambassadors for the area.

As a key strategy, we targeted the millennial and Gen-Z, who are sensitive to trends and hotspots, with a strong online presence. We encouraged them to discover the charm of the alleys at Another Vibe and spread the word. Additionally, we collaborated with local brands and creators to produce local souvenirs, and actively promoted events through local media and Instagram to encourage people to visit.

To increase contact with the millennial and Gen-Z, we maximized online and offline promotions in collaboration with representative local restaurants and communities, and positioned Another Vibe as an emerging anchor store that brings new vitality to local areas.

Another Vibe took place simultaneously in five locations across Seoul for one month from October 1st to 31st, 2022. Five areas were planned spaces where visitors could experience a unique lifestyle that combines the characteristics of each area with LG electronics.

@Yangjae, nearby wine alley, visitors could discover own drink taste with local wines and LG appliances. @Hapjeong, creators town, visitors washed and customized clothes using LG washing machines and local artists. @Seonyu, pet-friendly neighborhood, people enjoy and learn how to care their pets properly. @Jangchung, historical district, visitors experience and get photos with local histories and nostalgic LG appliances. @Beodeul, visitors could cook and enjoy our special meal-kit which we developed with Beodeul-ro traditional market.

At the same time, Another Vibe Instagram channel not only shared information about Another Vibe, but also promoted content about each area, conveying the unique appeal of each region and gathering people's interest.

During the 1-month campaign period, Another Vibe had a total of 12,407 visitors and 4.58/5 visitor satisfaction on survey. More than 110 broadcasts and articles were released, contributing greatly to a positive perception and awareness of the alleyway economy. In addition, the campaign's social media channel grew to 15K followers in just one month, and approximately 25% of all visitors shared their visit on social media, resulting in 3,024 user-generated content posts and a total of 92,507 social media engagements.

As a result, the sales of the five alleyway businesses increased by 34.4% compared to the same period last year, and the local economy experienced growth. The awareness of the alleyway businesses increased by more than 75%. Another Vibe served as a local attraction that stimulated the curiosity of all generations and provided a platform for exploring local lifestyles, and the alleyway economy gained sustainable vitality.