HSAd - Branded Entertainment Video
Company: HSAd, Seoul, South Korea
Entry Submitted By: KCU
Company Description: HS Ad began in 1962 when the Advertising Office of Lak-Hui Chemical Industrial Corp. was established. In 1984, it became the foundation of LG Ad, a full-service ad agency of the LG Group.
Nomination Category: Video Categories
Nomination Sub Category: Branded Entertainment
Nomination Title: PARADISE CITY Launching
Date this production was first released/publicly viewed: April 10th, 2017
Paradise City is the first integrated resort to launch in Northeast Asia. The new type of multi-purpose hospitality and entertainment facilities may be unfamiliar to customers in Northeast Asia which this is the first time to launch the brand name ‘Paradise City’.
The assignment was to increase the brand awareness and the number of visitors as the first-ever integrated resort to open in Northeast Asia.
Our strategy was to expand the idea of ‘hallyu’ to a more diverse and integrated cultural experience of Korea, which only Paradise City can offer. It’s a convergence of Western and Eastern cultures, the past and the future, K-culture and smart technology, art and entertainment, all in one place, thus making Paradise City a must-experience tourist spot in South Korea.
The concept of first TV commercial is that of a ‘ceremony’; a celebration of the birth of an entirely new type of a resort. The film’s models, costumes, performances, and music were directed precisely to be the representative of the convergence of the West and East, and of the past and the future.
The second film was created in a musical format as a way to showcase the resort in a great detail, exhibiting diverse artworks, entertainment contents, venues, and services. The film illustrates what the world’s first Art-Tainment resort offers its visitors.
After the commercial aired, huge buzz was created on social media within the span of a two-week period. Simultaneously, the number of visitors skyrocketed during April and May to a 290.5% increase for the hotel, and 65.5% for the casino totaling an overall increase of 115%.
Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):
The number of visitors increased during 2017 April to May => 290.5%(Hotel: 65.5% / Casino: 115%)
Provide the applicable creative and production credits for this nomination:
Agency : HS Ad
Creative Director : Seung-hwan Lee
Production : POHKARA