Since Koreans drink massive amounts of alcohol at end of the year parties we found a new and effective way to present the new Morning Care during the holidays.Idea: Meet MCI (Morning Care Investigation)2 key insights...1. 69% of Koreans use Social networking sites to arrange meetings during the year end drinking season.2. A lot of incidents happen because people are drunk.

13,613 postings on social network sites (SNS)25,000 downloaded mobile coupon1,200,000 hits on YoutubeOur campaign and online videos spread surprisingly fast on the web. The planned 10,000 bottles of Morning Care were given out completely through mobile coupons, within only 6 hours. We even added 15,000 bottles more.

During the campaign, a total of 1.25 million people talked about Morning Care, shared and drank it. For the 5 days which is very short, we made a vast amount of people experience Morning Care.