CHUM CHURUM
Chum-churum (“like the first time” in korean) is a brand under Lotte Liquor (a distiller founded in 1926 in South Korea and the world's second leading producer of soju). Chum-Churum was first established in the liquor industry in 2006. The brand name "Chum-Churum" was inspired by a poem by Professor Young-bok Shin of Sungkonghoe University
CREATIVE
BRIEF
PRINTS
Printed posters will be put up on obvious spots in highly trafficked Korean restaurants and non-halal restaurants that sells Chum churum soju. This will increase brand awareness amongst consumers to purchase the product while they enjoy their meals.
IN STORE ACTIVATION
Fridge wrap advertising will be executed at stores that sells Chum churum soju like Mix, Hank’s Fine Foods, etc. to promote the brand to potential consumers that shop for their beverages at the mentioned places.
SHELF TALKERS
Shelf talkers are placed to capture the attention of potential consumers as they browse through the alcoholic beverage section, while the surrealistic visuals will prompt them to scan the QR code to look for more info about the campaign.
IN STORE ACTIVATION
Hanging mobiles shaped as the Chum churum soju bottle is placed in stores to capture attention of consumers. There are hidden QR codes located at the bottom of selected mobiles , by which consumers can interact to look for a valid QR code that comes with promotional benefits.
These mobiles can be placed near air-conditioners to increase the difficulty in capturing the QR codes as the mobiles will sway more.
SOCIAL MEDIA ADS
Instagram photo collage post that prompts consumers to guess the soju flavours.
YOUTUBE ADS
