ITAEWON SQUID GAME WORLD
DAEHONG COMMUNICATIONS, Seoul / NETFLIX / 2022
Overview
Credits
Overview
Why is this work relevant for Brand Experience & Activation?
The key of this marketing campaign was to show the most familiar games to Koreans in a heterogeneous and huge way. So, we made people experience the brand by immersing themselves in our space from the most familiar space and forming expectations as if they were the main characters in the series.
Background
A Netflix Korean original series
In the summer of 2021, we wanted to create an overwhelming experience as much as the huge prize money's large scale.
Describe the creative idea
"Do you want to play the Squid Game?"
A simple but cruel question in the series, that makes people participate in Squid Game. We motivated from the question, and wanted to create an experience of participating in a real Squid Game in daily lives.
So, we used the subway station with a large floating population in Seoul to create a space for the journey from the entrance to the inside of the station as if participating in a Squid Game.
Describe the strategy
Until now, it has been somewhat unfamiliar in South Korea to use the subway station space as marketing. In other words, using this space can provide unusual and overwhelming experiences in people's repeated daily lives. In order to make this experience more powerful, the contents were used to form a journey as if they were actually the main characters in the Squid Game and playing games.
Describe the execution
In order to provide people with extraordinary experiences, we executed connecting the items from start to end.
1) Station Entrance
Piggy bank with huge prize money in the Squid Game, agents guarding it. Ad balloons with bundles of huge fake money, and holograms were used to provide unusual experiences.
2) Station Stairs
A unique pink space reminiscent of the stairs people climb before start in the Squid Game. It's amazing experience, but it makes people a little nervous.
3) Station Internal
In a very overwhelming subway station space, scary agents somehow protected childhood games. People can experience the Squid Game's contents, actually receive special goods through simple game participation.
List the results
The Squid Game marketing campaign, which provided a very huge and extraordinary experience in the daily life of a subway station, contributed very much to the series launch with the tremendous participation of people. In addition, The Squid Game has become the greatest series in Netflix history, creating a craze not only in South Korea but also around the world.
1) 220,000+ visitors. And 390,000+ indirect exposure through getting on and off at Itaewon Station in Seoul.
2) 111,000,000+ viewers on Netflix Worldwide included Netflix Korea. It is recorded as the most watched content in Netflix history.
3) No.1 streaming content on the streaming service in 94 countries included South Korea.
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