To create digital content that is genuinely enjoyable among 2030 in Korea other than to create a traditional advertising that is often shunned by them, our creative idea started from the insight of what kind of content our target often consumers on social media and what would directly get attention when they check newsfeed.

Then we got the fact that 2030 Korean social users love to watch music content on social media. Also, Korean people, regardless of generation, loves to sing when they feel tipsy. Following these insights, we decided to show the most popular K-POP stars secret drinking moment with their TIPSY LIVE. In the videos, each K-POP stars presented with a moment of their having casual drinking with their real mutual friends. To make it a real, we chose cell phone camera to shoot the video so that the audiences believe that someone in that place had taken a

From 2015 December till now, we are releasing ‘TIPSY Live’ CONTENTS on a regular basis. The videos have placed followed by two strategic steps. The first step is posting the videos on seed media, such as top-ranked music pages on facebook, youtube and Instagram among our targets. In that way, our target enjoys them as entertaining contents other than obvious advertising content.

After that, we set the 2nd viral channels including Facebook pages in entertainment categories, many social influencers, community pages and social network news service to share our target. From doing so, we strategically maximized the target coverage and enhanced viral impact in a short-term before the viral power of it burns out.

Total views of 24 ‘tipsylive’ videos are 101,662,887, about two times of South Korea population. The campaign achieved fan engagement successfully with more than 3,109,864 social engagements (total scores of social like, comment, and share). Thousands of SNS comments directly mentioning the brand name 'Cham I Sul,' such as 'Maybe Cham I Sul makes singer sings better,' ' We should do this bro,' 'I will bring a guitar, you just bring Cham I Sul.' Also, the videos have been reported outside Korea. The user generated contents have been created globally. After that organic international viral, we started to upload Cham I Sul video on the video site in China as well. The series of 'tipsy live' is still being released making incredible results. Throughout taking an innovative way of creating branded content 'TIPSY live’ introduced a new direction for brand communication of alcohol brand in circumstances of the legal barrier.