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  • SUB CATEGORY :
    BEST NEW PRODUCT LAUNCH/RE-LAUNCH
  • COMPANY ENTERING :
    INNORED, SEOUL
  • TITLE :
    MY STRAW
  • BRAND :
    BINGGRAE BANANA FLAVORED MILK
  • ADVERTISER :
    BINGGRAE
  • AGENCY :
    INNORED, SEOUL
  • OTHER CREATIVE CREDITS :
    ALL INNORED
  • FILM PRODUCTION COMPANY :
    WEPP, SEOUL
  • DIRECTOR :
    LIM BYEONGHYEON
  • ASSISTANT DIRECTOR :
    KIM YOUNG
  • EXECUTIVE PRODUCER :
    KANG SINUK
  • FILM PRODUCER :
    KANG SUNGJAE
  • THE BRIEF :
    FIRST LAUNCHED IN 1974, THE POPULAR DAIRY/ICE CREAM BRAND BINGGRAE’S BANANA FLAVORED MILK IS ONE OF SOUTH KOREA’S MOST ICONIC BEVERAGES AND HAS LONG BEEN LOVED BY THE CONSUMERS, REGARDLESS OF AGE, FOR ITS DELICIOUSLY REFRESHING FLAVOR.
    AS A UBIQUITOUS BRAND WITH A LONG HISTORY, ONE CONTEMPORARY CONCERN FOR ITS MAKERS IS THAT IT MIGHT COME ACROSS TO
    A YOUNGER GENERATION AS AN EVERYDAY DRINK. TO ADDRESS THIS INSIGHT WE CREATED THE ‘MYSTRAW’ CAMPAIGN, AN INNOVATIVE AND FRESH NEW APPROACH TO ENGAGE MILLENNIALS AS THE NEW GENERATION OF BANANA FLAVORED MILK CONSUMERS.
  • THE STRATEGY :
    THE FIRST THINGS THAT POPS INTO THE MIND OF KOREAN YOUTH WHEN HEARING BEVERAGE IS THE ‘CROCK POT’ SHAPED MILK WHICH HAS UNCHANGED FOR MORE THAN 40 YEARS. THE OTHER FEATURE IS THIN & YELLOW STRAW INCLUDED WITH THE BEVERAGE. WE SOUGHT TO CREATE A NOVEL EXPERIENCE WHEN ENJOYING THE BEVERAGE WITH A LINE OF CLEVERLY-DESIGNED IN TUNE WITH A YOUTHFUL LIFESTYLE AND TO ENGAGE MILLENNIALS IN AN INNOVATIVE NEW WAY. WE FOCUSED ON TWO PRIMARY PRINCIPLES FOR THE DEVELOPMENT: 1) EACH STRAW MUST SYNERGISTICALLY ACCENTUATE THE CHARACTERISTIC PRODUCT’S SHAPE. 2) DESIGN MUST ALSO RESONATE WITH MILLENNIALS AND THEIR LIFESTYLE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE FIVE TYPES OF MYSTRAW WERE DONE SO WITH A PRACTICAL USE IN MIND, NOT SIMPLY FOR AESTHETICALLY PLEASING PROPS IN A COMMERCIAL SHOOT. THEREFORE FOUR DESIGNS WAS CONSTRUCTED WITH HIGH-QUALITY FOOD-GRADE MATERIALS AND CAMPAIGN VIDEOS WAS SHOOT DIFFERENT PLACE TO EXPRESS EACH CONCEPT. KOREAN SPA FOR MULTI STRAW, A NATIONAL PARK FOR LOVE STRAW, SNACK BAR FOR FIRE EXTINGUISHER STRAW, HOME APARTMENT FOR RINGER STRAW AND GYM FOR ICY STRAW. ONE WEEK INTO THE RELEASE, THREE OF THE FIVE TYPES WERE MANUFACTURED AS PRODUCTS FOR SALE AND WITHIN A WEEK, ALL OF THE PRODUCTS WERE COMPLETELY SOLD OUT.
  • THE RESULT :
    WITHIN 12DAYS OF THE ONLINE RELEASE OF THE FIVE TYPES OF ONLINE VIDEO, THEY COLLECTIVELY GARNERED OVER 10 MILLION VIEWS. BY THE 3RD WEEK, THAT NUMBER REACHED 20MILLION VIEWS. WITH OVER 11,300SHARES OF THE VIDEOS ACROSS SOCIAL MEDIA, IT WAS IMMEDIATELY CLEAR THAT THE GOAL OF ESTABLISHING A FRESH, NEW AND INNOVATIVE BRAND POSITIONING OF BANANA FLAVORED MILK WAS A SUCCESS WITH THE MILLENNIAL TARGET DEMOGRAPHIC. VOLUNTARILY UPLOADED MYSTRAW PRODUCT REVIEWS GARNERING MORE THAN 1.4MILLION VIEWS —AMOUNTING TO OVER 80MILLION WON($72,000) WORTH OF ORGANIC MEDIA EXPOSURE. AND ALL MANUFACTURED PRODUCTS WERE SOLD OUT WITHIN A WEEK.