피알원

Solution

- Proposed the concept of "bathcation" and ran a year-long campaign that resonated with consumers, shifting perception of the bathroom from a functional space to an experiential one
- Built and ran offline hub channels offering a direct experience of bathcation
- Maximized campaign participation with responsive web content consumers favor: a bathroom healing type test
- Rolled out integrated online and offline IMC PR: media relations plus Instagram and YouTube influencer marketing, outdoor advertising, and new media viral

Results

- The bathcation keyword inus proposed reached 60,893,414 people, with 190,686 registering awareness (based on total campaign exposure and viral reach as of October 31, 2022)
- Offline hub spaces booked out early, and brand store traffic rose 148% over the campaign period
- In a survey of campaign participants, 93.3% of those who took part directly said they think of the bathroom as a space for healing — evidence of a successful shift in consumer perception
- Positioned the space as one of the industry's most talked about, earning substantial coverage as Huam Byeolchae inus, a shared annex house in Seoul's Huam-dong, among the year's trend cases in the book Trend Korea 2023
- Won successive domestic marketing PR awards including the Best Award in the marketing PR category at the Korea Communication Awards and the Gold Prize in the SME advertising and PR category at the Advertising and PR Awards of the Year