Insights, Strategy and the Idea:
The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases.
Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions
Results and Effectiveness:
Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day).
Released: June 2009
Agency: Cheil Worldwide
Country: South Korea
Awards: Cannes Lions 2009 Media Bronze
Art Directors: Sungjoon Na, Eunha Ko, Kakyoun Park, Hyesung Baik
Copywriter: Yunyoung Huh
Production: Bom Communications
Photographer: H Studio