Cannes Lions

CREATING SPARKS

CARAT KOREA, Seoul / GENERAL MOTORS / 2013

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Overview

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Credits

Overview

Execution

We decided to build the ultimate place to chill with your friends, a ‘spark’ zone inside the cinema itself with couple couches placed next to a real Spark. The process of creating the zone involved over 50 people, working 42-7 to translate the idea into reality. Stringent rules around media activations in Korea made the delivery of this media first even more impressive.

To capture and amplify the ‘Sparks’ of engagement and excitement around the Zone, we linked other with another key social vehicle, Facebook, to create a page for sharing ‘Sparks.’ It was accessible from the cinema via QR code, where photos taken of the Spark in cinema could be uploaded for a competition, creating a fully integrated social experience.

Outcome

From brief to activation it took just three weeks to create and deliver this media first crating massive excitement and PR, in a market with a highly challenging and controlled media environment.

Jennifer Lee, GMK MD, was particularly impressed – “With the Spark launch we wanted to create strong impact with something that has not been attempted before. Spark is strategically and business-wise critical in Korea for Chevrolet. It has been the most successful carline brand in Korea. Carat’s program has been exposed with positive feedback from customers and helped establish a strong brand for Spark.

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