Cannes Lions

REAL TIME MAKING YOUR OWN MUSIC VIDEO

GREY WORLDWIDE KOREA, Seoul / HEINEKEN / 2014

Case Film
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Overview

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Overview

Description

South Koreans are the world's heaviest consumers of alcohol and there have been mounting outcries over alcohol-related crimes these days, which leads to a widespread national consensus on the need to change the nation's indulgent attitude toward alcoholism. Korean authorities strictly prohibit alcohol advertising and TV commercials for products with lower alcohol content can be shown only between 10 pm and 7 am, for example. Thus, alcohol companies seek to create digital contents or sponsor cultural events and sports matches to interact with consumers.

Execution

South Korea is one of the most connected nations in the world with high broadband penetration rates and tech savvy population. Korean social media use a multitude and array of digital tools and channels for their online activities such as Facebook, Twitter and YouTube. And it is also home to one of the largest blogging communities in the world.

Korea is a collective society where people love to bond and share. They are also quite obsessed with getting everyone’s attention and being a hero. This insight and Korean’s exceptional usage of digital media are bull’s eye of the digital campaign.

Outcome

We successfully leveraged the local consumer insight, “Grouping DNA” in overall marketing activities and built a social media platform as a base of campaign communication to engage with target consumers and spread the word of mouth. We also utilized key music momentums that can build up to the final destination, Sensation, which was successfully done with total visitors of 12,000. Human Equalizer Studio opened at Hongdae attracted a huge moving population with total participants of 1,500. One at Jisan World Rock Festival had 540 participants and all music video clips were posted on the Heineken Facebook App where people can vote for their favorite clip. 10 most voted participants were given VIP tickets and limousine services to Sensation. Also, Heineken was chosen to be top 1 most preferred beer brand in the imported beer market.

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