OO, your name is beautiful.” Is there a way for a celebrity to personally call my name instead of automated machine sound?

Can personalized experience be really offered?

Digital events can generate mass participation, but it is difficult to offer personal experience due to limits of customization. So, we wanted to give a personalized experience with custom signs and names called from a celebrity like an offline event.

The most important key was calling the names. We wanted to show a video when participants enter their name, the celebrity would call their name. It was impossible to create all versions our main target. We found that there was a highly used name for each birth year and applied it to our target. As a result, we found an insight that 380 names could cover 70% of our target names. By filming minimal versions of names, participants were delivered of personalization

We filmed with a spokesmodel for a mobile interactive promotion. We derived our idea from intimacy felt when people meet with celebrities. We filmed different video contents matching different targets. It was programmed to show differently based on names, phone number, and birthday info entered.

Participants were fascinated by hearing the celebrity call their names. The Samsonite Red bag was given as well by lottery. The second event was planned with the numbers given from participants, where they would receive a celebrity’s greeting message next morning, and able to hear the celebrity voice when calling that number.

We executed the event from February 7th to March 11th during back to school season. We released “Name Asking” and “Number Asking” videos to 2035 female targets on Facebook and Instagram, and achieved conversion rate of 5.8% (avg. 1~2%).

20 thousand dollars were executed but traffic rate on e-commerce site increased by viral.

• Samsonite mall visit rate increase by 160% (previous year comparison)

• Event participants 40,855 people

• Event page conversion rate 58%

• Social media article approx. 5,225 Like, 858 comments, Facebook 710,000 view, Twitter 420,000 view.

• Sub-event contents #SamsoniteRedCarryon 949 items produced