Ad Nut
Nov 20, 2019

Coffee brand puts Koreans' personal goals on 'willboard' ads

With creative agency Innored, Maxim Espresso T.O.P scored a hit in Korea by creating hundreds of OOH ads featuring personal-improvement pledges from real people.

A campaign for Dongsuh Foods' ready-to-drink coffee brand Maxim Espresso T.O.P in Korea took inspiration from a well-known psychological effect: the more people you tell about a pledge to do something in your life, the more likely you are to actually follow through. 

The creative agency Innored collected consumers' goals through a promotional mobile site, then turned those into hundreds of real ads that appeared on various out-of-home ads around Seoul. 

The campaign, which hit in September, also included the video above, in which a young woman finds her workout promises plastered all over the city, causing her to hit the streets in her trainers without delay. The video has more than 23 million views to date. Plus, more than 23,000 people made their own 'willboards' online (see the Instagram hashtag #열정광고). 

Most importantly, the agency reports that the campaign led to a sharp rise in sales and the number of brand-related searches.

Ad Nut is open to trying this public self-improvement thing, so here goes. Ad Nut hereby pledges not to put cans of nuts back into the cupboard with only one or two shards of uneaten nuts inside. Instead, Ad Nut will eat them all. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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