Objective: Dry Finish d is a concept beer with a sharp taste through to the finish, which has proved outstanding in quality and design worldwide. But in South Korea, it controlled just 2% of the beer market. To skyrocket the market-share and become a sweet-spot in the target’s minds and culture trends, we needed to launch a distinguishable, innovative campaign.

Target: Solution-finding focused on 20-somethings, who are the biggest consumer of beer. For them, beer means communication, enjoyment and trendiness. Dry Finish D, to the people, meant a 'young and trendy beer‘ in clubs through its sharp taste through to the finish, and hot, celebrity model, Won-Bin in ads. With the exception of a few, most consider clubs an unusual place to go often, for various reasons.Concept: Based on this ambiance insight, the first online, social, interactive club-party concept came about. In this way, everyone can easily access the hottest club and experience d`s sharp taste through interaction, and share this through SNS like Facebook, YouTube, and Twitter.

On the YouTube channel, with a Facebook account, people are invited to a private party from top celebrity Won-Bin. The user can experience various interactions and visual effects like selecting the celeb`s party clothing, DJ-ing, interacting, etc.