Cannes Lions

The world’s first campaign with Split personality acting competition

DAEHONG COMMUNICATIONS, Seoul / SK LUBRICANTS / 2017

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

We found the concept from the product itself. The powerfulness of tungsten and the smoothness of base oil. These two contrasting qualities in one product reminded us of Dr. Jekyll and Mr. Hyde. Therefore, we decided to let actors portray a man with a split personality - the 4 most talented actors of Korea performed an individual with a split personality.

All of them had the same script and customers voted for the best performance after watching their videos. We created a system that allowed the customers to vote via promotion after watching the branded contents and introduced them to a sharing platform. This is how the world’s first split personality acting competition was produced.

Execution

[Implementation]

We promoted a TV advertising and a digital campaign for a month to attracted voluntary participation of the viewers to vote.

[Media channels and integration]

Also, our content was exposed to diverse media including YouTube, Facebook, Naver, SMR, etc. All the video had links to SK ZIC brand Facebook Web site to induce the audience to vote.

[Timeline]

The entire campaign was conducted for six weeks (2016.11.25~2017.01.06) and the voting period was from 2016.12.08 to 2017.01.06.

[Scale]

The budget was about a billion Won (app. 900,000 USD).

Outcome

The video reached 26,440,000 views (exceeded the viewership goal by 166%). This is half the population of South Korea.

More than 100,000 people participated for the voting event for the acting competition. The average ‘Like’ for the six videos was 63,941, comments 19,911, and share 6,690.

There was a dramatic increase in search for “SK ZIC” and “double-shield protection.” (before the campaign, SK ZIC had less than 30 ? after the campaign: 300 / double shield protection: before the campaign 0 ? after the campaign 6,000)

Consumers created their own parody video as well (about 24 on YouTube).

Similar Campaigns

7 items

Chevrolet Gran Verano

CARAT, Mexico city

Chevrolet Gran Verano

2019, GENERAL MOTORS

(opens in a new tab)