Applying 100% Polypropylene Fabric, Woven technique, Innovative material ….

Consumers may feel that explanation of CURV would be boring and difficult to understand. Thus campaign starts with an aim of “Express the wow points of CURV which cannot be delivered in words via CURV REAL TEST that contains no added visual effects.”

[Implementation]

Since this campaign had not enough budgets, we used online & mobile as main media tool of our campaign and used TV commercial and Cinema as sub-media to reach our audience.

At the beginning of its campaign, full version of our campaign was firstly introduced on online and mobile in last 12th April, and each separated test was released through cinema and TV commercial in order to draw audience’s attention on CURV

[Media Channels]

Online/Mobile - Youtube and Naver (Korean portal site)

TVC – CATV only

Cinema – CGV(no.1 Cinema in Korea)

[Timeline]

2016/04/12 ~ 2016/05/15

[Scale]

Total $300,000 (online/mobile : $100,000 & TV/Cinema : $200,000).

RESULT & EFFECT

- YouTube : 1,318,562 views / Facebook : 600,000 views

- Changes in awareness of CURV : 68% increased (from 3% to 71%)

- Average number of store visitors per day : about 100% increased

- Changes in sales (CURV line products only) : 23% increased