Etude is the most popular make-up brand for teens in Korea.

When we launched new spring collection of 2013, we found 2 significant media consumption changes among our target audience.

Korean teens spend less time on TV but play more online especially on mobile as most of teens now have a smartphone. However, we could not give up on TV commercial because TV was the medium that turns into sales most out of other channels.

Our mission was to keep the effectiveness of TVC, while we walk along with the behavior change our target. Make them “Play Etude”, the brand slogan.

So, our strategy was to make them ‘play’ with our TV commercials.

We implanted several hidden signals in our commercials and developed a mobile application that receives the signals and become playful. Mobile vibrates to notify the catching moment and people can catch the items and points by opening the app and swing the mobile. The items and points are accumulated on the app and the app provides the playful functions and prizes accordingly.

The brand slogan, Play Etude was fully implicated onto this mobile application. The main play was catching items and points from the commercials but also there are 3 more different playful elements.

1) Catch play: catch items and points on commercials with the mobile app 2) Touch play: unlock the play dolls of the Etude model to touch and see the hidden moves with the gained points 3) Photo play: take a picture with the model 4) Vote play: participate in voting for the winner of Sweet Recipe, 2013 Spring collection, which in-line with the storyline of TV commercials.

Additionally, random prizes, discount coupon and free gifts were given to sustain the interest on playing with the app.

The campaign hit the market with significant achievements. Our target loved the app and there were 25,000 downloads in a week. Users posted about their joyful experience on their blogs and on the app review. The number of reviews was 10 times higher than other brand mobile apps have and the rating was 4.3, the highest among brand apps.

Furthermore, the commercials on Youtube were viewed by more than 1million times in the first week and that also led to sales.

The make-up base and lipsticks, newly launched with this campaign, were sold out in first 2 weeks.