In 2014, Asia Game will be held in Incheon South Korea. Asian Game has its own tradition and history and also represent Asia’s biggest sports event. However, compare to Sochi Winter Olympics and Brazil World Cup, due to lack of sports stars and popular sports events Asian game lacks public’s attention and awareness. Therefore sports focused PR would not draw attention and attract interests effectively. We came to realize that we need new ideas of public relations for Asian Games.

Audiences are not interested nor pay attention on Asian Game. Therefore we wanted to deliver the image as ‘The most joyful Asian Game ever in history’. We have made a ‘song’ for branded contents and engraft cultural characteristics ‘the Korean wave’. Audiences encounter the song and dances from various channels and recognize the Asian Game easily.

Music video ‘Only One’ produced during this campaign recorded 10 million hits on Youtube and various contents were developed and proliferated among fans. Also, the song was exposed in singer’s concert, flash mob and TVCF which lead to secondary recognition of Asian Game.