Cannes Lions
Fuel Station
THE GIGIL ADVERTISING GROUP, Taguig / NETFLIX / 2023
Awards:
Overview
Entries
Credits
OVERVIEW
Background
In 2022, Netflix was releasing 'Seoul Vibe.' Its tagline: Drive Back to 1988.
Objective: Promote the film.
Idea
'Seoul Vibe' is all about cars, so we made use of a vehicle that's popular among people to promote it.
We took over a fuel station.
Introducing the Seoul Vibe Fuel Station. Where one can gas up, but also take snaps they can share on Instagram: the whole station was redone to include areas with K-pop memorabilia from the film.
Strategy
Fuel prices were skyrocketing in 2022.
Addressing this, we we able to reach a broader market of Filipinos for the Netflix film beyond the population already enamored with K-content.
Execution
The Seoul Vibe Gas Station.
We launched a website where drivers can reserve to gas up. It got fully booked within seconds of opening.
CNN, Cosmopolitan, and arguably the biggest radio station in the Philippines RX 93.1 amplified news about the event.
Influencers on social were also tapped to spread word among their followers about the station selling fuel for USD 0.12/liter.
Outcome
The Seoul Vibe 'Fuel Station' achieved:
*1,090,000,000 Reach
*214,000 Engagements
*USD 1,200,000 in Earned PR values
Most importantly:
Becoming the talk of the country and the envy of others, 'Seoul Vibe' became the No. 1 film on Netflix. It cruised in the Top 10 for almost 2 weeks.
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