Background & Mission

When it rains, RainOK Hybrid Wiper can sweep a windshield perfectly with a strong grip of water. An aggressive approach of marketing on TV made our wipers No.1 brand in the market, but the digital natives were not having much interest on our TV marketing. We need a way to appeal to the digital natives.

IDEA

We placed an ‘in app ad’ in digital magazine,‘Motor Trend’ which is very popular among digital natives with much interests on car accessories.

When the reader wiped to turn to the next page as usual, they would experience unexpected and unique digital interaction. While RainOK wiper sweeps all the texts and images cleanly from the screen,the reader can witness the strong performance of RainOK wiper.

Result

After the campaign, we were able to increase by 25% of the brand awareness and 30%more traffic to its website.The target audience of digital natives’buying rate has shown a steady upward tendency. Moreover,the sales have increased by 15% in the markets of Homeplus and E-mart.

We wanted to create the ‘in app ad’ well combined with contents. We got the articles from Motor trend related with safe driving in the rain. With this article, we would like make interactive in app ad looks like articles. While target audiences turned pages at the moment, RainOK wiper wiped them (all texts and images in that page) away clearly. At the highest commitment for articles, we expose this ad to target audiences. We could be able to achieve our purpose.

After this campaign, Bullsone could get the 230% increase in the brand awareness of young people more than expected and had more 150% increase in traffics to the website more than usual. This ad and CATV ad made a great contribution to keep the No.1 Wiper in Korea. Rate of sales of young people has increased by more 35% than usual.