Cannes Lions

POURRING

DAEHONG COMMUNICATIONS, Seoul / LOTTE CHILSUNG BEVERAGE / 2015

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Due to strict regulations on alcohol beverage advertisement on public TV networks and public places in Korea, we studied new and more efficient way of communication. We developed a device called "PourRing“ containing tilt and gyro sensors to measure remaining Soju in the bottle and play different comments accordingly. On our promotional events, we introduced PourRing with some additional modes such as baseball game and football game mode for diverse situations and targets. Pour Ring received overwhelmingly positive responses from the testers. With numerous people wishing to purchase the device, merchandising plan has been set for large-scale promotions.

Execution

A gyro sensor detects turning force and makes PourRing operate. A tilt sensor measures remaining in the Soju bottle and brings witty comments.

Outcome

On our promotional events, we introduced PourRing with some additional modes such as baseball game and football game mode for diverse situations and targets. About 1,000 people have experienced PourRing campaign at 10 different promotion locations and 90% of all participants showed positive response to the product experience. With numerous people wishing to purchase the device, merchandising plan has been set for large-scale promotions.

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