• Situation

Favorite liquor for Korean has always been ‘Soju’, and ‘Cham I Sul’ is the No.1 brand of Soju in South Korea. However, alcohol advertising on mass media has been banned in case of high proof liquor as in a law of accordance with alcohol.

• Brief

Advertising 'Soju', Korean favorite liquor, on mass media has been regulated in by alcohol law.

• Objectives

Given these legal regulations, we have managed to find brand communication solution, not from advertising but online content, which drives significant marketing effects for the brand and musicians' new album simultaneously.

• Implementation

We have created ten series of ‘Cham I Sul Live’ video collaborating with ten different K-POP stars. In the videos, they actually sing the songs drinking ‘Cham I Sul' with a very private friends or group members.

• Timeline

From December 2015 till now, we have released more than 10 videos of ‘Cham I Sul Live’ via top music related social pages and portal site.

• Placement

The videos have been released followed by two steps. The first step was releasing the videos on seed media such as top-ranked Facebook pages among our targets, famous Youtube and Instagram pages of music contents, and social pages of the brand. After that, varied social influencers and social network news service shared our contents to maximize the viral impact.