Cannes Lions
CHEIL WORLDWIDE, Seoul / ORIENTAL BREWERY / 2012
Overview
Entries
Credits
Description
The Branded Content situation has been warming up ever since Samsung AnyCall launched its brand Anyband in 2007. With the help of internet, web-centred content, like music videos, have become mainstream. We recently moved forward to a stage of looking at how to apply branded content with movies, viral films and various contents.
In addition, PPL (product placement) within the broadcasting system has a strict regulation while web base branded contents has no boundary yet.
Execution
In Korea, there is a unique drinking culture, called “Poktanju”. “Poktanju” means “bomb drink”, or simply, a mixture of different types of alcohol. People use beer as the base for this drink, in particular, Cass beer because of its smoothness. Our strategy was to increase Cass sales by promoting “bomb drink” culture.
Outcome
Cass Beer Cocktail continues to grow with the contribution of young people’s fun ideas. It continues to spread at bars, vacation trips, resorts and gatherings all over Korea.
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