As we have focused on online contents other than creating advertising, our creative idea started from the insight of what people wants to see from online content and we’ve got to the insight that people wants to see famous pop stars singing while they are drinking at a private place.

Following the insight, we’ve created online content which everyone want to see from online content. The videos we made show that the most popular K-POP stars' singing while they are drinking ‘Cham I Sul’. Then they have been uploaded in SNS as in the name of ‘Cham I Sul Live’.

Throughout this new approach, we have managed to introduce a new way of creating branded contents, DPL(digital PPL) which overcomes regulations of alcohol advertising law. Therefore, we could make the benchmark for every product categories which have restrictions on publishing the advertisement in mass media.

• Implementation

We have created four series of ‘Cham I Sul Live’ video collaborating with four different K-POP stars in South Korea. In the videos, they actually sing the songs drinking ‘Cham I Sul.'

• Timeline

For December 2015 to March 2016, we have released four videos of ‘Cham I Sul Live’ on a regular basis.

• Placement

The videos have been released followed by two steps. The first step was releasing the videos on seed media such as top-ranked Facebook pages among our targets, other related Youtube and Instagram pages. After that, varied social influencers and social network news service shared our contents to maximize the viral impact.

With our new approach, we’ve managed to introduce new contents type, DTL(digital PPL), a new way of creating branded contents. From doing so, the campaign has brought surprising results.

Most of all, total counts of views by four different ‘Cham I Sul Live’ videos were 26,758,353. We've achieved fan engagement successfully with more than 800,000 LCS score(Like/Comment/Share) from all media which 'Cham I Sul Live' videos have been exposed. Also, thousands of SNS comments came up, mentioning the brand related keywords. The videos have been reported outside Korea, and the user generated contents have been created globally.