The Scent of Northtalgia|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

北山的气味

案例简介：文化背景解释: 随着朝鲜最高领导人金正恩和特朗普重复最近朝鲜局势的紧张，人们花了几天时间叹息。朝鲜分裂后，有 60,000 名分居的家庭成员生活在南方，平均 81 岁。我们的活动在嗅觉的使用上是创新的 -- 最强烈的回忆感 (普鲁斯特现象) -- 它包含了一个故事，将刷新香水产品设计中分裂家庭的记忆。此外，我们使用韩国同音词 “hyangsue” 的特点来有效地传达活动的目的。“Nostalgia” 和 “perfume” 的概念用同样的发音 “hyangsue” 来表达。所以，它增加了运动的注意力。上传到 Sns 上的香水图片已经成为一种独立讲述故事的广告工具，无需使用付费媒体就能产生自愿的病毒内容。背景概述: 这项运动的主要目标是找到一种方法，在一个平均 81 岁的分裂家庭成员去世之前，与他们的家乡见面。我们想让记忆加深但逐渐消失的家人更容易记住他们的家乡。第二个目标是让分裂家庭的现实和痛苦更加同情，并通过 [诺思塔尔吉亚的气味] 运动分享。香水可以很容易地洒出来闻，许多人可以同时体验它，因为它是扩散的。我们通过听代表朝鲜的五个地区的 1,569 个家庭的故事创作香水，设计了一个有 5 个故事的香水标签。人们可以自然地理解和同情他们阅读标签和佩戴香水的渴望。当人们阅读标签并佩戴香水时，他们自然会理解并同情他们的渴望，因为香水设计本身就有一个故事。对于分裂的家庭来说，统一香水是回忆家乡的温暖安慰。对统一有着遥远看法的公民对分裂的家庭形成了同情。

北山的气味

案例简介：Cultural Context Explanation : As Jung-eun Kim The Supreme Leader Of North Korea And Trump Repeat Tensions Over The Recent Korean Circumstances, There Are People Spending Days With Sigh. After The Division Of Korea, There Are 60,000 Separated Family Members Living In The South And 81 Years Old On Average. Our Campaign Is Innovative In Its Use Of Smell - The Strongest Sense Of Recall(Proust Phenomenon) – And It Contains A Story That Will Refresh The Memories Of Divided Families In Perfume’s Product Design. In Addition, We Used The Characteristic Of Korean Homonym Word ‘hyangsu’ To Effectively Communicate The Purpose Of The Campaign. The Concept Of ‘nostalgia’ And ‘perfume’ Was Expressed With The Same Pronunciation, ‘hyangsu’. So, It Increased The Attention Of The Campaign. The Pictures Of The Perfume Uploaded On Sns Have Become An Advertising Tool To Tell The Story By Itself, Producing Voluntary Viral Contents Without Using A Paid Media. Background Overview : The Primary Goal Of The Campaign Was To Find A Way To Meet The Hometown Of An Average 81-year-old Divided Family Members Before They Pass Away. We Wanted Family Members, Who Has Deepening But Gradually Fading Memories To Remember Their Hometown Easier. The Second Goal Was To Make The Reality And Pain Of Divided Families More Empathetic And Shared Through [the Scent Of Northtalgia] Campaign. Perfume Can Be Easily Sprinkled To Smell And Many People Can Experience It Simultaneously As It Is Diffused. We Created Perfume By Listening The Stories Of 1,569 Families From Five Regions Which Representing North Korea, Designed A Perfume Label With 5 Stories. People Can Naturally Understand And Sympathize With Their Longing With Reading The Label And Wearing The Perfume. When People Read The Label And Wear The Perfume, They Naturally Understand And Sympathize With Their Longing Because The Perfume Design Itself Has A Story. For Divided Families, Unification Perfumes Were A Warm Consolation For Recalling Their Hometowns. Citizens, Who Had A Distant View Of Reunification Formed A Sympathy On Divided Families.