• Situation

Even though Korean youths have generally positive conception about forest, they also feel strange and unfamiliar to forest, as compared with other age group. These days the Korean youths keep aloof from forest since they are lack of time and peace of mind and so captivated by Smartphone

• Brief

For Yuhan-Kimberly*(YK) who afforest in over the past 30 years, youths are the potential future target. So YK should build a strong relationship with them and give them a good reason to visit the forest so that youths will take a positive view of KKG campaign and our brand

• Objectives

Our project help youths change their negative attitude about forest such as feeling strange and unfamiliar to forest, and make them think interesting - So that youths actually visit to the forest and form positive value for it. And this will help to enhance brand image

• Implementation:

Release of “Soopoon-nal” App on Play Store and App Store

The campaign was announced via TV ad, digital ad, SNS, and cinema ad to induce app download.

The app offers various content and activities for users such as finding nearby forest, watching music videos, listening to songs, creating their own music videos, and participating in event

• Timeline

June 15th, Soopen-nal app launched.

June 17th, Launching TVC – on-air

July 1st, Released Soopoon-nal Music video of three music artists.

July 8th – July 31st, Main TVC – on-air

• Placement

The song can be only accessible when users are located close to designated nationwide forests such as university campus parks where youths can easily go, and lots of city parks – total of 405 sites.

• Scale

Production cost (copyright fees and Song + TVC & M/V + APP.) : 310,000 USD

Medium costs (TV+Digital+Cinema) : 800,000 USD