World · East Asia & Pacific · 2 hrs ago
Lotte Chilsung takes its soju ad story to Seoul streets
Lotte Chilsung is promoting its Saero soju brand with a street campaign in Seoul, including the Gangnam and Hongdae areas.
The campaign runs in nine major commercial districts until November 7, with events on Friday and Saturday evenings.
Performers dressed as Saerogumi and grim reapers pull a large soju jar through the streets, acting out a story from Saero's new animated advertisement.
The ad imagines Saero being enjoyed even in the afterlife, and the campaign brings that story to life for passersby.
Visitors can take part in a draw for branded items, while performers hand out illustrated advertising leaflets and mouthwash.
Some bars and restaurants in the Seoul metropolitan area are also holding Saero-themed events for customers who drink the brand.
The campaign extends the advertisement beyond screens and into shops and nightlife venues, and Lotte Chilsung says it plans more marketing to promote Saero's fictional world during winter.
Lotte Chilsung Beverage is bringing the story of its soju brand Saero’s animated advertisement to streets in Seoul.
The “Saero, Loved Even in the Afterlife” campaign features performers dressed as Saerogumi, a nine-tailed fox character, and grim reapers.
The campaign is taking place in nine major commercial districts, including Gangnam and Hongdae, through November 7.
Street events include a procession with a large soju jar, promotional leaflets and a prize draw for consumers.
Some bars and restaurants in the Seoul metropolitan area are also holding related events for Saero drinkers.
- Who
- Lotte Chilsung Beverage is running the campaign, with performers dressed as Saerogumi and grim reapers.
- What
- A street campaign brings the story of Saero’s animated advertisement into public spaces and offers consumer events.
- When
- Through November 7. Events meet consumers on Fridays and Saturdays from 6 p.m. to 10 p.m.
- Where
- Nine major commercial districts, including Gangnam and Hongdae; related events are also taking place at some bars and restaurants in the Seoul metropolitan area.
- Why
- The company says it wants to promote the advertisement’s concept that Saero has won over even the afterlife.
This story does not have two clearly opposing sides.
Lotte Chilsung Beverage released the new Saero animated advertisement, “Sajabap.
The company is holding the “Saero, Loved Even in the Afterlife” street procession campaign in nine major commercial districts.
Campaign teams meet consumers during the scheduled evening events.
- Campaign name
- Saero, Loved Even in the Afterlife
- Locations
- Nine major commercial districts, including Gangnam and Hongdae
- Campaign end
- November 7
- Event hours
- Fridays and Saturdays, 6 p.m. to 10 p.m.
- Street giveaway
- Webtoon-style advertising leaflets and mouthwash
- Prize draw
- Saero-branded glasses and hand mirrors among the possible prizes
1 source
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What people are saying
We planned the campaign to make the concept of our new advertisement, that Saero has won over even the afterlife, fun to discover
We will carry out various marketing activities to promote Saero’s unique universe even during the winter season