SUB CATEGORY :

USE OF ONLINE & DIGITAL PLATFORMS

COMPANY ENTERING :

CHEIL WORLDWIDE, SEOUL

TITLE :

SLOW ROAD

BRAND :

SLOW ROAD

ADVERTISER :

JEJU TOURISM ORGANIZATION

AGENCY :

CHEIL WORLDWIDE, SEOUL

ASSOCIATE CREATIVE DIRECTOR :

JOOHEE LEE

HEAD OF CREATIVE DIVISION :

YEHOON LEE

SENIOR ART DIRECTOR :

SEONTAECK KIM

COPYWRITER :

HYEWON HYUN/JEONGSIL LEE

DIGITAL TECHNICAL DIRECTOR :

SEOKJU HWANG

ACCOUNT DIRECTOR :

SANGHO LEE

ACCOUNT EXECUTIVE :

CHOONGOK LEE/HYEONMUN KIM/SOHYUN JESS AN

MEDIA AGENCY :

TMAP MOBILITY, SEOUL

SERVICE PLANNER :

YONGHUN KIM/SERIN SON

DEVELOPER :

BOKYEOM KIM

PR AGENCY :

CHEIL WORLDWIDE, SEOUL

FILM PRODUCTION COMPANY :

THE SHOT, SEOUL

DIRECTOR :

CHURL GWON

DIRECTOR OF PHOTOGRAPHY :

INKYU LEE

ASSISTANT DIRECTOR :

JISU SHIN

FILM PRODUCER :

SEHUN KIM

POST-PRODUCTION COMPANY :

FREELANCE, SEOUL

UX DESIGNER :

SOOYEON BAEK

PRODUCT MANAGER :

HYOJEONG JANG

SERVICE PLANNER :

JIWON LEE

SPECIAL EFFECTS COMPANY :

BOX TREE, JEJU

CEO :

KWANGJAE JEE

BIZ DEV. LEADER :

KEEDUK KIM

PRINT PRODUCTION COMPANY :

CREATIVE BOM, SEOUL

GRAPHIC DESIGNER :

JEONGHO CHO/SANGJIN WOO

CAMPAIGN SUMMARY :

Jeju Island is the most popular vacation destination in Korea, and was even more so during the pandemic. It’s a small island, so the best method of transportation is by car, plus your usual navigation app. But all navigations direct you thru the fastest route, making you missing out on the beautiful scenery. So we created Slow Road, the beautiful detour map for travelers. It gets you to your destination through the most scenic route, instead of the fastest. Slow Road has 50 unique routes that’s designed by using big data, which connects different parts of the island via the beautiful roads. Each has a unique theme such as the road along the coast, through a field of flowers, down the old folk village, etc. Slow Road routes allow travelers to have a personalized experience even if they have to same starting/end point, making their time in Jeju more memorable. People wanted to revisit as the alternative routes introduced new places only the locals would know and as it safely social distanced travelers to locations other than the famous attractions. Best part was that it was all possible using the app that’s already on their phone.

THE BRIEF :

Jeju Island is the most beautiful place in Korea- a designated UNESCO World Natural Heritage site that’s a popular road trip destination to millions. Over 80% get around by car using navigation apps, but it only directs you thru the fastest route. So if you try to go off course via the coastal road, it recalculates back on the guided route and making you miss out on the scenery. It also makes everyone take inland roads/highways, causing traffic during the high season. How can travelers experience Jeju to the fullest? Can boring car rides become an epic journey?

THE STRATEGY :

In Korea, everyone uses local navigation apps, not Google Maps. So Slow Road collaborated with T-map, the no.1 navigation app in Korea. Slow Road uses big data to recommend different routes according to the current weather, time, season etc. and depending on your final destination. So it shows you routes that’s liked by people in your age group or of same gender or share the same purpose of travel and interests as you. The 50 unique alternative routes also introduced new places to Jeju travelers and made the trip safer during the pandemic, using the app that’s on their phone.

THE EXECUTION & CRAFT :

Slow Road identifies your location to show you routes that lead to your destination. When you open T-map in Jeju, a pop-up banner directs you to the Slow Road mobile page. When you select a route of your choice, and it automatically inputs the waypoints into the T-map for you. If you’re outside of Jeju or unfamiliar with Jeju's geography, you can click on the map to scroll through the list of routes available from a specific location. It also has a thumbnail image and waypoints in detail, which is convenient to plan your trip in advance or first-time travelers.

THE RESULT :

Since overseas travel was restricted due to Covid, domestic visitors flooded into Jeju. Slow Road resolved overcrowding in famous attractions and alleviated traffic on main roads. Potential revisits increased as new routes encouraged people to come back for unexplored experiences. Slow Road was featured on national news channels and newspapers, earning a PR value of $168,074 with 0 paid media in the first week of its launch. In the same time period, Slow Road page on the Jeju Tourism Organization’s official webpage gained 583% growth in traffic and the clickthrough rate of T-map banner ad had 204% increase.

URL 1 :

https://m.visitjeju.net/slowroad