My work for Daehong Creative Awards (DCA 광고대상)

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After YCC, my next target was DCA which are is picked as one of the most prestigious competitions for students in university. The assignment I selected in this competition was '바른목장'. This time an idea comes to my mind in the form of a video, not report. The followings are the brief of '바른목장'.




The red boxes were the contents that I focused on. It was in the early stage of Product Life Cycle. So it was necessary for the brand to increase its awareness with a proper positioning. Under these circumstances, I  carefully thought about "what are differences of the brand from other brands" and I took note of its unique characteristics. As you can know in the first red box, the product has unique characteristics. Its profile is in the middle of existing products in the market. That is, its profile is in the middle of Greek and normal yogurt.

There were some products which had similar profile to the brand, but not only didn't they communicate with the characteristic as far as I checked at the time but also the quality of the product fell behind the products of the brand. The brand emphasizes best soft texture of normal yogurt and nutrients of Greek yogurt out of other existing brands. So I thought if I made good use of this unique characteristic as its USP, the brand could increase its awareness successfully in the yogurt market.

Therefore, I tried to come up with an idea emphasizing its USP. Fortunately, I got a hint for my work from its package. Interestingly, the package of its products has spotted design, which is in between black and white. This is the same as the USP. So, I came to think that I could deliver its USP with this feature successfully.

a picture of its package

After associating its USP with its package design, the next phase was to think about the way to deliver this content effectively. In this phase I especially considered the target, women between 20 and 39. "What do they like?", "what do they feel familiar?" I can't think of anything but characters. As you can see other examples, a brand character can be a great method to build brand assets including brand awareness. It also really works well for women. For instance, The famous character, 지방이, is the brand mascot of 365 MC hospital. It's been almost 8 years since it became the brand mascot and the campaigns with '지방이' have been very successful.

지방이

This is why I decided to deliver the message through characters. Plus, I thought video would be effective since it can create good storytelling for a character. As a result of this ideation, the work below was created. My sister help me with making the characters. I am really thankful for her effort, even though we failed to get a prize.


I also thought this ad can be made in the form of a series as the amount of each product was designed also to be in the middle of existing products. (check the first red box) even though it is not USP exactly from my point of view, I thought could be still meaningful for some consumers.



It is a shame for this work not to be applied in reality as this work would be meaningful in the product introduction stage from my perspective. we are living in the era of product parity. Thus, It won't be long to have a chance to use its USP. For now, I can't help thinking my work is better than the awarded work for the same brand in the competition, when considering it is in the product introduction phase. (The awarded work is also good. It isn't deniable.) This is where my biggest worry comes from. If I keep thinking my work is the best but it isn't acknowledged by other people, this time it was judges, 'am I the one who have a weird sense and taste that is far from tastes of public?'

Embracing my worries and questions, I try to step foreword every day to be a good and competent marketer.

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