In Korean culture, gifting can be so formal sometimes and only during certain occasions, so we reached out to unconventional TV star and celebrity Lee Min Ho who is known for doing things differently, informally and with flair.
We developed a campaign called "Say it with Italian Flair" that conveyed gifting in a casual informal manner without occasion is considered cool and modern, as demonstrated by our unconventional star Lee Min Ho. We created a 360 campaign spearheaded by a TV spot shot in Italy starring Lee Min Ho and paired with multiple season activations on ground and social media.
Upon launching the TVC, the result was immediately outstanding, over a million hits within the first three days, and 3.1 million+ hits to date. The campaign overall has garnered more than 900 media impressions as well. Brand interaction is at an all time high in South Korea.