Daelim 365 degree campaign

The Grand prize 2011 Web Award Korea

• Client: Daelim

• Year: 2011

• Agency: TBWA Korea

• Platform: Website, offline venue

• My position: Interactive Campaign Specialist (Digital and offline promotion part directing/management)

• My role: Concept creation, Executing on/offline promotions and online ads.

1. Background

When TBWA Korea launched the new campaign for 'e-pyeonhan sesang', the apartment brand of Daelim, there was a strong convention in advertising field for construction company.  All of advertisements showed luxurious images and gave customers a fantasy about a place. Moreover, there were always top celebrities shown in their advertisements. It became a strong rule in both the advertising and construction fields and nobody had a doubt about that marketing strategy.

Disruption #1  

TBWA Korea challenged for the first time to break out that convention and show the real value of life in advertisements with the concept of "Sincerity builds the place." The launc campaign brought about enormous changes in both ads and construction fields.

2. Insight and idea

'Let's truly build a house to solve the discomfort from designed living space.'

We and Daelim deeply felt the responses from customers and won sympathy from them. We decided to go further and make your residential space with your needs in mind.

3. Concept 

Disruption #2

'Jinsim (Sincerity in Korean) idea contest & award ceremony' 

Instead of pushing out messages to the audience, we decided to pull messages from them. We created a website to collect ideas for better living places and hold an unconventional ceremony. 

4. Campaign details

1) Idea contest

Users can submit their ideas with just two clicks. Then their ideas will be turned into formatted print ads. After submitting it, they can share it on their SNS as well. And who would be the judges? Everyone could be, and they just need to push 'like button'. During the whole campaign period, about 7000 idea were collected and 104 winners were selected from them. Based on the ratings from users and opinions of construction experts from the brand, the chosen ideas are revealed to the audience by online ads and online contents through the website and SNS channels. 

2) Award ceremony

"We visit our customers one by one!"

After finishing the contest, we challenged one more convention. Generally, a brand invites winners to a ceremony and gives out prizes. However, award winners live all over the country. They are our customers, and we wanted to go the extra mile. So we decided to visit them one by one instead of inviting them all together. 

3) Jinsim idea book

We published a book of winning ideas for the first time in construction industry in Korea. The book includes what customers felt discomfort with living in an apartment and what they want to change. That is not the end of the book. The book will also include the future plans of commercialization of the brand based on the collected ideas. The books were distributed to all the final winners and displayed at Daelim's Housing Cultural Building, the core target venue to see a model house and learn information about the apartments of the brand.  

4. Result

<Brand value> 

- Brand preference ranking up to 2nd from 6th (the survey in 2011)

- Brand favorability 92.2% 

- No.1 anticipated brand 

- No.1 valuable brand 

(* By National Customer Satisfaction Index in 2011) 

<Idea contest>

- 4,000,000 total website visitors 

- 2.4 million participants 

- 7000 ideas collected 

- The Grand prize in Web site category, Web Award Korea, Seoul, Korea, 2011