Cheil Worldwide digital campaigns launched today set web on fire

Jason Choi, Cheil’s global interactive account planning director, shared details of the multi-layered digital campaigns that are already enjoying viral success.

For Korea Tourism Organisation, a 30-minute piece of branded content titled 'Haru: An unforgettable day in Korea', previewed at www.haru2010.com before its launch today.

Targetting young adults in China and Japan, the mini-movie features six popular entertainers including drama stars Han Chae Young and Lee Da Hae as well as boyband Big Bang. The official soundtrack features boyband Super Junior, R&B singer Bobby Kim and the lead singer from Girls Generation.

The concept is based on a 24-hour timeline and involves several stories, including a writer caught in a love triangle and a group of students finding out their school is shutting down. The web-drama is paired with interactive elements and tied to social media.

A press conference held in Japan to promote the project resulted in Haru being the second-most Tweeted topic in Japan on that day. Avid fans who heard of the filming even flew from Japan to Seoul to catch a glimpse of the stars.

“By producing content that the audience will engage with emotionally, only then will they spread the word virally,” said Choi. “You can’t ‘plan’ a viral campaign, but if you connect with the consumer on an emotional level, they will connect and share the news with their peers.”

To promote Samsung’s new NX 100 camera, Cheil has instigated a creative collaboration between OK Go! and Samsung, which will see short videos rolled out online (YouTube) and culminate in the band’s new music video released later this year.

Choi said that there has been a tremendous amount of coverage on blogs, forums and in the press. He added there are already over 16,000 search recorded on Google in the few days since the collaboration was announced on 17 September.

The teaser trailer shows the full versatility of the camera as a creative tool with its revolutionary 20mm wide i-Function Lens. All videos, including the trailer and the forthcoming music video, can be viewed at www.cre8yourworld.com.

Haru:

Samsung Ok Go: