SUB CATEGORY :

IN-STORE EXPERIENCES

COMPANY ENTERING :

CHAI COMMUNICATION, SEOUL

TITLE :

TERRA SPOONER

BRAND :

TERRA

ADVERTISER :

HITEJINRO

AGENCY :

CHAI COMMUNICATION, SEOUL

CREATIVE DIRECTOR :

JUNGSU SHIN

ART DIRECTOR :

YEONJI SONG

COPYWRITER :

INJIN CHOI/EUNJUNG KIM

ACCOUNT EXECUTIVE :

YEONHO LEE/JIHOON JUNG/SEUNGWOOK YOO/YOUNGJAE CHOI

FILM PRODUCTION COMPANY :

WONDERWALL, SEOUL

DIRECTOR :

KYOUNGGUK SEO

CAMERAMAN :

SANGJUN LEE

GAFFER :

YOUNGHA PARK

ASSISTANT DIRECTOR :

SOMIN LEE/JINHO CHOI

EXECUTIVE PRODUCER :

JAEWON SHIN

STYLIST :

SEONHEE HWANG

HAIR & MAKE-UP :

UNJOO LEE

OTHER FILM PRODUCTION :

SUA BAEK/SEUNG HAN

POST-PRODUCTION COMPANY :

LOCUS, SEOUL/THE REMADE, SEOUL

SPECIAL EFFECTS COMPANY :

INDIGO, SEOUL

SOUND PRODUCTION COMPANY :

HUCKLEBERRY FINN MUSIC AND SOUND, SEOUL

CAMPAIGN SUMMARY :

Korea’s leading lager brand with a refreshing taste from 100% true carbonation, Terra. Entering its 4th year of launch, we needed a way to freshen up our image, breaking away from the same old beer advertisements that always focused on showing the visual aspect of ‘refreshing’ through previous TVCFs. Beyond merely showing how refreshing the taste of Terra is, how can we let consumers live the experience directly? While making it fun and possibly viral! So, we looked to, not the beer, but the beer bottle opener! In Korea, there is a unique culture, where people often use a spoon to open a beer instead of a regular bottle opener, and this is to create a unique, refreshing sound that can only be made by using a spoon. A lot of people like to try and flaunt this technique but ends up giving up because it is very hard. Terra makes it easy and fun for everybody to open a beer with a spoon! Imprinting Terra’s fine refreshing taste with the refreshing sound of the spoon-opened beer! So, we developed the ‘Terra Spooner,’ a spoon-shaped opener exclusively designed for Terra that guarantees a louder, clearer sound.

THE BRIEF :

Korea’s lager beer, Terra, has an outstandingly refreshing taste compared to other beers. To emphasize the refreshing taste, we have made TV commercials that visually portray the refreshingness with the concept of ‘100% true carbonation’. However, as of 2022, entering the 4th year of release, consumers were no longer impressed with this concept of Terra, slowing down the market share and sales growth, which was once at 2.4 billion bottles within 1,000 days of its release. Terra needed a way to refresh the brand image, breaking away from the old beer advertisements that try to visually capture the refreshing element in the forms of TV commercials – so that people can experience Terra’s 100% true carbonation and refreshing taste in a new way. We received a media budget of approximately $240,000 and later received $1.21 million additionally upon good progress, with the final budget coming out to be $1.45 million.

THE STRATEGY :

The primary consumer age group in the Korean liquor market is the 20s and 30s. They lead new drinking cultures. We wanted the 2030 Generation to freshly take on Terra’s ‘100% true carbonation’ and refreshing taste. So we looked at their drinking culture. Instead of conventional bottle openers, they used spoons to open bottles because spoons made such a refreshing sound. The Korean 2030 Generation, the so-called funsumers (Fun + Consumers), because they always seek new fun, were enjoying the refreshing sound as they pop bottles with spoons. From this, we developed Terra Spooner (Spoon + Opener), a spoon-shaped opener that makes anyone easily make that popping sound, and distributed it to drink places across the country that meet the target contact points. Furthermore, we produced advertisements that maximized the attention, aired on TV and online and created events like the short-form challenge, exposing Spooners at all target contact points.

THE EXECUTION/THE EXECUTION & CRAFT :

We conducted three years of research to create the most refreshing popping sound. We studied the optimal length, angle, and strength to make the most refreshing sound when opening only Terra. Easy to use with the optimal length based on the average hand width of Korean adults, it only requires a force of 8N at a 33-degree angle; it creates a big popping sound of 110dB, higher than any other bottle openers, and never before seen. We hired the most famous physicist in Korea and created a rather overtly scientific and serious advertisement, making it ironically more fun. The commercial became a hit; we distributed 4.5 million Terra Spooners to customers who ordered Terra at drink places across the country. Furthermore, we maximized target contact points as we sold Terra Spooners through live commerce on shopping sites frequently used by the 2030 Generation and conducted viral marketing on online channels.

THE RESULT :

The total campaign views on YouTube exceeded 20 million; consumers’ reactions were through the roof with comments like “I want the Terra Spooner,” and “I want to hear the refreshing sound.” Although we had distributed 4.5 million Terra Spooners across the country, resales became popular due to Terra Spooners’ extreme popularity, even reselling at 950% of the original price. We began selling on online shopping sites upon the high demand and sold out in 73 seconds. High consumer interest showed as Terra-related search volume increased online: 336% on Google and 383% on YouTube; it was introduced as a remarkable marketing case on TV programs, press, and media. Thanks to Terra Spooner, Terra ranked first place for the most preferred domestic beer brand, and above all, thanks to Terra Spooners that were given only to customers who ordered Terra, Terra’s shipments to drink places/restaurants increased by 95%, sales increased by 50%.