Bean Pole, no.1 fashion brand in Korea and appointed designer for the uniform of the Korean National Team for the 2012 London Games, wanted to make a unique uniform for the athletes. We know from past experiences that special cheers can create miracles, and we wanted to send that spirit with our team headed for the 2012 London Games. Through these uniforms, Bean Pole wanted to share the cheers and hearts of supporters to athletes and to enhance the brand’s image.

For 2 months, prior to London Games, Bean Pole launched its Facebook campaign page that gathered supportive messages for the London Games Team athletes. The messages were then imprinted on the lining of the uniform, creating the one of a kind 'Cheers Suit'. The story behind the creation of these suits and pictures of athletes wearing these Cheers Suits were spread through the mass media, online media, and SNS.

As a result, the total number of media coverage was total 3,485. Total PR Value is about USD89million, 163 times of the actual marketing budget, USD545,514. Also, sales were 378% increased compared to the previous year.

Before launching the campaign, we were looking for the most efficient and effective way to communicate the campaign. We found that many Koreans used online channels to cheer for National Games and that people wanted to send their supporting messages directly to athletes via SNS. In addition, we focused on the fact that contents created by SNS were spread by the traditional mass media and again shared online by new viewers. If we made good use of the relationship between SNS and mass media, we could reach our goal even with our restricted budget.

500,000 people were participated in the campaign and the total number of media coverage was total 3,485: 207 on TV, 276 on CATV, 307 on daily newspaper and 2,695 on online news.

Total PR Value is about $ 89,162,224, 163 times of the actual marketing budget, $ 545,514. In online, related 3,034 related contents were generated in a week and scored 794,480 views.

Also, sales were 378% increased compared to the previous year.

Furthermore, the Cheers suit is named the Best Uniform (Time Magazine) in London Olympic and the Korean Team has made the Best Records for away games.