Seoul Metropolitan Government - Government / Institutional / Recruitment Campaign

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Company: Seoul Metropolitan Government, Seoul, South Korea
Entry Submitted By: KCU
Company Description: Seoul 7017 is a public service project of the city of Seoul to improve the scenery of Seoul city center which is filled with buildings, give the citizens joy of rest and walking, and bring economic development in the underdeveloped Seoul Station area.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment

Nomination Title: SEOULLO 7017 (New Title of Seoul Station Overpass)

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Background

Built in 1970 as a solution for transportation problems of Seoul, the Seoul Station overpass was a landmark of Seoul, crossing the East and the West. However, as time passed, the building became obsolete and was to be demolished due to safety concerns. Connecting the East and West of Seoul for 45 years, the memories of the citizens was also going to be lost. Therefore, the city of Seoul has decided to rehabilitate it and begun a project to change the road to a park that people can walk. The project was completed on May 20, 2017, and the Seoul Station overpass was reborn as a garden in air named 'Seoullo 7017'

Goal

Seoul 7017 is a public service project of the city of Seoul to improve the scenery of Seoul city center which is filled with buildings, give the citizens joy of rest and walking, and bring economic development in the underdeveloped Seoul Station area. The goal is to inform citizens of these values on a low-budget and to attract more citizens.

Administration

In order to advertise the new birth of the Seoul Station overpass, we shot TV-CM of Lee Il-hwa, honorary ambassador of Seoul, and used printed advertisements using the medium of the Seoul Metropolitan Government, such as a large trick art banner on the exterior wall of the Seoul City Library, subway wraps introducing tourist attractions around Seoullo 7017, and fence screen advertisement at construction sites.

In addition, we implemented a comprehensive advertising campaign including SNS-based new media campaigns. In particular, in the case of the exterior wall of the Seoul City Library, citizens' response was very strong because they conveyed municipal information through the installation of large banners using bright and witty ideas that were never tried by public institutions.

Results

On May 20, 150,000 visitors visited the site on the day of the opening. An average of 100,000 citizens visited every weekend, and the number of accumulated visitors exceeded 2 million in the first month. It is expected to reach 10 million visitors by the end of this year. In addition, the surrounding commercial areas, such as Namdaemun, Junglim-dong and Manri-dong, were revitalized, and the citizens highly praised the project, as they were actively engaged in social networking activities. In addition, TV, newspapers, and other media are showing positive responses to Seoul's 7017 through news and articles.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-Transformed the road in the verge of demolition into a tourist attraction that 2 million people visit in a month.
-Due to increase in the number of visitors, the surrounding commercial areas were revitalized. (Namdaemun, Junglim-dong, Manri-dong, etc)
-The disconnected East and West sides of Seoul were reconnected through pedestrian walkway
-Seoul Station Overpass was reborn, preserving the memories of the citizens.
-Growing as a hub of international tourism culture with increasing number of foreign visitors
-Also introduced tourist attractions near Seoullo 7017, expanding the surrounding commercial area.
-Led public participation such as uploading pictures to various social networks
-Obtained a positive evaluation through media reports.
-Became a turning point in transforming into 'Walking City Seoul', which is a city policy.