Spikes Asia
Becoming paparazzi
INNOCEAN WORLDWIDE, Seoul / SAMSONITE / 2016
Overview
Entries
Credits
OVERVIEW
Background
Samsonite RED is launching a new backpack in Korea.
In order to increase the awareness of its brand and secure the leadership
in its highly competitive backpack market, Samsonite RED organized a new type of campaign,
which provide target to feel the excitement and chance to to participate.
Description
We develop a sensational event with K-movie star Kim Woo Bin.
When he appears with four fake Kim Woo Bin in public place, audiences become paparazzi.
2016.02.26 PM 6 COEX Mall
1. Five Kim Woo Bin appeared here and there in COEX.
2. People took photos of five Kim Woo Bin wearing Samsonite RED.
3. Four fake Kim Woo Bin made people take more photos.
4. Photos uploaded on Instagram with hashtag in real time.
Execution
2016.02.26 PM 6 COEX Mall
1. Five Kim Woo Bin appeared here and there in COEX.
2. People took photos of five Kim Woo Bin wearing Samsonite RED.
3. Four fake Kim Woo Bin made people take more photos.
4. Photos uploaded on Instagram with hashtag in real time.
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