Exploring Seoul's Digital Marketing Landscape
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As part of Wunderman's Digital Day, I wandered around the streets of Seoul in search of the newest digital marketing trends. I then compared these trends with some of the most successful global campaigns as an example of how these digital trends can be used for marketing purposes.
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Exploring Seoul's Digital Marketing Landscape
- 1. 11 Exploring Seoul’s Digital Marketing Landscape Wunderman Seoul Prepared By: Ruth Lim
- 2. 2 Where would I go if… I‟m a middle/high student? I‟m a university student? I‟m a office worker? I‟m a mom?
- 3. 3 Subway Media Location: Hongik University Subway Station, Yeoido Subway Station Subway station media Large Interactive ScreensCabin media
- 4. 4 Subway Media – Best Case Use NFC to tab on blue strap box to get coupons Scan QR code to download books on subway library Press the button to activate scent Fun Interactive ads
- 5. 5 Digital Playground Location: Dolgoji Station, Children‟s Playground A slight digital touch to a children‟s playground, transforming a typical playground bicycle to a electronic exercise cycling machine.
- 6. 6 Digital Playground – Best Case Contrex Campaign: http://www.youtube.com/watch?v=bGJSEEx2pXc
- 7. 7 Digital Media Art Location: Yeoido IFC Mall, Seoul Square Mall Art is created in public areas with the use of LED lights.
- 8. 8 Toilet Media In-Cubical TVSink Basin Location: Hongik University, Lotte Cinema
- 9. 9 Toilet Media – Best Case
- 10. 10 Interactive Screen Location: Yeoido IFC Mall
- 11. 11 Interactive Screen – Best Case http://www.youtube.com /watch?feature=player_e mbedded&v=7u0ij9D5S4Y #! Mcdonald‟s Pick n‟ Play Campaign:
- 12. 12 Subway Coupon Location: Yeoido Subway Station
- 13. 13 Cinema Pop Up Store Location: Yeoido IFC Mall, Megabox Cinema LG Electronics HD TV and Mobile Pop-Up Store
- 14. 14 Pop Up Store- Best Case Samsung Galaxy Note 2 Pop-Up Store In Coex
- 15. 15 Powered By Nature Location: Jongro 3 Ga; Mapo Bridge Solar-powered billboard in city center Samsung Life Insurance „Bridge Of Life‟ Campaign – Solar-Powered Walkway Lights
- 16. 16 Powered By Nature – Best Cases UTEC – Portable Water Generator http://www.youtube.com/watch?feature=player_e mbedded&v=35yeVwigQcc
- 18. 18 Digital Nostalgia – Best Case Microsoft‟s Child Of The 90‟s Ad Campaign Coca-Cola Share A Song Campaign “Everything Ages Fast” ad campaign by Brazilian Ad Agency, Moma Propaganda http://www.youtube.com/watch?v=B05A qF3kEHY http://www.youtube.com/watch?v=WA_Dp Osc7WE
- 19. 1919 Thank You!
Hinweis der Redaktion
- Strength:High traffic, high exposure (~ 7 million)Trapped audienceWeakness:Low attention rateLow interaction rateThreat:Personal mobile phoneOpportunity:Creative executionSync with personal digital devices of the consumer
- In Japanese subways earlier this year, printing company Shunkosha installed the Strappy, a small blue box that attaches to the ceiling-mounted straps used by standing passengers. Using NFC, the Strappy can direct smartphone browsers to websites carrying ads and coupons whenever a device is within range.All metro stations cabins in korea carry wifi – a great opportunity for brands to provide a digital experience in the station/cabins.
- http://www.youtube.com/watch?v=bGJSEEx2pXc
- Strength:New mediaTrapped AudienceAttentive AudienceWeakness:Minimal InteractionThreat:Privacy IssuesOpportunity:Video Ads Sensitive Products/ServicesGender-specific products/services
- Strength:New mediaTrapped AudienceAttentive AudienceWeakness:Minimal InteractionThreat:Privacy IssuesOpportunity:Video AdsSensitive Products/ServicesGender-specific products/services
- Strength:Interactive (esp. crowd participation)Weakness:Limited capabilities Threat:FlexibilityOpportunity: Brand interactionSurprise giveaways
- Strength:Young AudienceReceptive AudienceWeekend CrowdExcitementWeakness:PriceSlow Weekdays Interactive/ ParticipativeThreat:Communication ClutterOpportunity: LTONew product/service launches
- Draft FCB, Peru
- Strength:Relatable, especially with audiences 30+Weakness:Fine line between being nostalgic and boring Threat:Overkill, overuse of strategyOpportunity:Creative executionSync with personal digital devices of the consumer