In 2022, NAVER, a global tech company based in Korea, created the world's first robot-friendly building named 1784. The building has more than 100 robots inside that helps workers with small tasks such as cleaning and delivery. The super app provided to every employee is connected to the building and allows them to directly control every function within the space. These futuristic technologies are the new engine of NAVER's B2B field.

For presenting to the public about this cutting-edge technologies in the building for an innovative workplace, clear communication methods were needed to guide the audience in understanding our version of a tech convergence platform. The campaign started with a main brand film and expanded to creating a website, various media contents, and even metaverse for different audience groups. Through these communications, we were able to gain practical attention from the masses, industry, and decision-makers from B2B partners.

The point was to communicate complex technologies and connect it to generate customer interest. Acknowledging the fact that cutting-edge technologies such as cloud and robotics can be viewed as abstract concepts, we developed a slogan that captured our vision: 'Turning Innovation into Reality.', This meant NAVER's Innovative tech is not for naver only, but will also become your daily life. We then implemented various ideas that aligned with this message, and created a brand film that conveyed a futuristic, science-fiction ambiance while also providing detailed explanations and expert reviews of our technology. As interest in our brand grew, we created a metaverse map that allowed people to experience '1784''s technology firsthand. Additionally, we offered physical tours to key partners who wanted to see our technology in action. By reaching out to the public, industry, and decision-makers under one cohesive slogan, we successfully generated attention from a diverse range of stakeholders.

As B2B marketing, our goal was to sell NAVER’s innovative technologies to global partners.

Before reaching out to partners directly, we decided to establish a public consensus about the level of our technology, in order to communicate with key decision makers without any doubts. First, we created brand film, contained core slogan "Turning Innovation into Reality" was enough to wow the public. It created a social consensus around 1784's AI, cloud, and robotic technology capabilities, and attracted interest from global clients like Softbank and Bouygues Telecom, as well as the U.S. Department of State and the Saudi Arabian government. We released video content detailing our technology to give them a more in-depth experience. Starting with a macro approach, setting the tone and narrowing the target has been significantly and is helped us expand into the B2B space.

We executed our campaign in two ways.

First, Inside NAVER, we created contents that introduced technologies of '1784' on a regular basis, every two weeks to one month, and ran video ad campaigns. We targeted our contents to different segments of the public and experts, depending on the character of the contents. Before convincing decision-makers, we recognized to have sympathetic from mass and have effort to expand coverage.

Second, Outside of NAVER, we recognized the importance of expert reviews, and invited authors, MIT professors, tech journalists, and international broadcasters to visit 1784 and collaborate on a video in which they praised our technology. We believed that this type of content was equally important in reaching audiences that were difficult to reach with NAVER's message.

Our campaign reached about 10 million people who directly or indirectly experienced our message through these two directions.

Our campaign was significant in several ways.

Great engagement

We created 72 contents showcasing 1784's technologies, reaching almost 10 million customers with a 92% positive response rate. In addition, customer searches for 1784 increased by 888% after the campaign, and 128 articles were released in 8 countries, including leading media outlets like the New York Times and Wall Street Journal.

Build a standard of future workplace

standard for robot-friendly workplaces, with over 100 robots operating efficiently in our building, which was certified as the world's first robot-friendly building.

Social validation

1784 won the Grand Prize at the Korea Architecture Awards for its innovative space. from Korean government.

Practical Business achievements

Around 4,000 business partners including Softbank, the U.S. Department of State, and the Saudi government from 54 countries visiting 1784, initiating B2B discussions, and signing an MOU with Saudi Arabia.