{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONTEXTUAL INSIGHT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"CHAI COMMUNICATION, SEOUL","is_link":false},{"keyword":"TITLE","content":"G-ROCK FESTIVAL (GMARKET ROCK FESTIVAL)","is_link":false},{"keyword":"BRAND","content":"GMARKET","is_link":false},{"keyword":"ADVERTISER","content":"GMARKET INC","is_link":false},{"keyword":"AGENCY","content":"CHAI COMMUNICATION, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"YOUNGSUP CHOI ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"JONGHUN PARK ","is_link":false},{"keyword":"ART DIRECTOR","content":"KYUTAE CHUNG\/SUJIN SON","is_link":false},{"keyword":"COPYWRITER","content":"YEJEONG LEE","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"JIHYUN BAEK ","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"YOOJUNG RO","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"DAEUN LEE\/HYUNYI CHOI ","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"YEONHO LEE ","is_link":false},{"keyword":"MEDIA PLANNER","content":"DOKYUN KIM\/SEUNGYEON JUNG\/YOOJIN LEE\/YEHYEON JEONG\/YUNNA NA\/SOO JIN BAK","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"HERO CREATIVE, SEOUL","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"MINJE YOON\/JUNWOO PARK","is_link":false},{"keyword":"DIRECTOR","content":"JIN BONG","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"MYEONGJE KIM\/JUNYOUNG JANG","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"SION KIM\/JAEYONG HWANG\/EUNCHAE LEE\/SEUNGGI JANG\/JISU KWON\/SEOKWOO LEE\/YONGJIN KIM\/JIHOON LEE ","is_link":false},{"keyword":"CAMERAMAN","content":"YOUNGU JI","is_link":false},{"keyword":"GAFFER","content":"HYUKKI KWON","is_link":false},{"keyword":"GRIP","content":"HYUNSU NAM\/YONGHO JO","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"HAEUN SHIN\/JAEHYEONG SIM\/HANMI SON\/CHAEYEON LEE","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"MINJE YOON","is_link":false},{"keyword":"FILM PRODUCER","content":"JEONGHOON BAE\/JIYOUNG YU","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"JUNWOO PARK\/YESEUL KIM","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"HYOJIN JO\/HYEONKYEONG AHN","is_link":false},{"keyword":"LIGHTING","content":"BONGHEE SHIN\/JINYOUNG JUNG\/DONGGEON KIM\/GEONIK SON\/DONGHEE LEE\/TAEWOOK PARK\/CHANGYEOP LEE\/\r\nNAKYONG KWON\/YOUNGPYO KI\/JANGSU LEE\/YUNWON JANG","is_link":false},{"keyword":"CASTING","content":"SEONGHO YOON\/GAYOUNG HYUN","is_link":false},{"keyword":"STYLIST","content":"OREUM CHA\/RIJEONG WOO\/JIEUN LEE\/YOUNGJU OH\/INSEON LEE\/OYOUNG SHIN\/SEOYEON SHIN","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"HWIWON SIM\/GOUN CHOI\/HYEJIN KANG\/HANA RYU\/HYERIM BYEON\/YERI KWON\/DAJIN YOON\/JUHEE KIM\/HWANLAN KIM","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"GROOT\/LUCID COLOUR, SEOUL","is_link":false},{"keyword":"EDITOR","content":"BEOMSEOK LEE ","is_link":false},{"keyword":"COLORIST","content":"WONSEOK GO","is_link":false},{"keyword":"DI CREW","content":"SUHYEON BAE\/BORAM YEOM\/HYEWON HONG","is_link":false},{"keyword":"FLAME ARTIST","content":"GISEOK JANG\/JIYOUNG JEONG\/HUIJIN KIM\/SEONGCHAN KIM","is_link":false},{"keyword":"ONLINE ARTIST","content":"CHANGWOOK YU\/TAEHYEOK JEONG","is_link":false},{"keyword":"SOUND DESIGNER","content":"JAESEUNG YU","is_link":false},{"keyword":"POST","content":"GYEONGSEON KIM\/WOORI KANG","is_link":false},{"keyword":"POST PRODUCER","content":"ONYU KIM ","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"GUST N' GALE, SEOUL","is_link":false},{"keyword":"DESIGNER","content":"HYUNWOO KANG\/SEEUN PARK\/CHAERI KIM","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"HAMMER SOUND, SEOUL","is_link":false},{"keyword":"SOUND DESIGNER","content":"JAESEUNG YU ","is_link":false},{"keyword":"MIXER","content":"SEONGMAN PARK ","is_link":false},{"keyword":"ASSISTANT","content":"JEONGIN PARK\/AYOUNG CHU","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Korea’s e-commerce market - dominated by the duopoly of Naver and Coupang and crowded with aggressive new platforms - consumers had reached a point of accumulated “discount fatigue.” Promotions started to feel interchangeable, and shopping became increasingly habitual. In this environment, Gmarket, a 26-year-old e-commerce brand, faced a clear challenge: “Why choose Gmarket again?” We needed to restore a fading reason to return.\r\n<br>\r\n<br>We recognized that benefit-led messaging alone could no longer drive revisits or brand preference. Instead of competing on price or functional claims, Gmarket sought a cultural context that could turn shopping into something people would actually look forward to. We found a linguistic insight in Korean: “Jilleotda” can mean both “I bought it (impulsively)” and “I cheered (at a concert).” That dual meaning became our bridge - linking purchase behavior with the energy of live music culture.\r\n<br>\r\n<br>With consumers in their 40s - an audience with strong purchasing power - as the core audience, we used nostalgic 90s-00s K-pop as our creative anchor. G-Rock Festival restructured the platform promotion into a music-festival format: sale periods became fixed monthly “Festival Dates,” key products became the “Headliner Lineup,” and site visits were reframed as audience participation. Witty videos using the Mondegreen effect reinforced the entertainment layer, transforming price-led sales into a culturally resonant experience.\r\n<br>\r\n<br>Across five campaign rounds (compared with the same weekdays in the prior week), average traffic increased by 70%, unique buyers grew by 50%, and sales rose by 45%. These results prove that redefining shopping through cultural context can drive both revisits and conversion - beyond discounts.","is_link":false},{"keyword":"INSIGHT","content":"In the Korean e-commerce landscape, shopping has become an act of inertia - people default to familiar platforms rather than actively “choosing” a brand. As price, speed, and delivery became baseline expectations across platforms, functional promises like “cheaper” or “faster” stopped creating a reason to return.\r\n<br>\r\n<br>Outside of commerce, however, a different behavior was thriving. Music festival culture - now a mainstream experience in Korea - runs on anticipation: people track the dates, wait for lineup reveals, and show up to share emotion together. Consumers still willingly invest in experiences worth waiting for.\r\n<br>\r\n<br>We found a uniquely Korean linguistic bridge that connects these two behaviors. “Jilleotda” is used both for “I bought it (impulsively)” and “I cheered (at a concert).” In other words, buying and cheering are already intertwined in everyday language - hinting that commerce can be designed as something people anticipate, not just optimize.\r\n<br>\r\n<br>So we reframed shopping through festival mechanics - anticipation, reveal, and participation - so a promotion could feel less like a routine transaction and more like an experience people look forward to.","is_link":false},{"keyword":"STRATEGY","content":"Gmarket’s core target was consumers in their 40s - an audience with strong purchasing power and prior experience with the platform. While they were familiar with and trusted the brand, repeated benefit-driven competition had blurred a clear reason to return. Discounts alone were no longer enough to trigger revisits.\r\n<br>\r\n<br>Rather than viewing them simply as an age group, we understood this audience through a cultural lens. They are a generation that grew up during the golden era of Korean pop culture in the 1990s-2000s. For them, 1990s–2000s Old K-pop is not a global trend, but a cultural code directly tied to personal memory and identity. Compared to functional messages such as price, delivery speed, or coupons, this music triggers a far more immediate and emotional response. At the same time, this era of music has been rediscovered through the recent “Newtro” movement, allowing it to resonate beyond one generation and create shared cultural relevance.\r\n<br>\r\n<br>Based on this insight, Gmarket adopted the “music festival” as its strategic framework. Festivals are built on repeatable behavioral mechanics - fixed dates, lineup reveals, anticipation, and participation. These structures naturally generate excitement and voluntary engagement, elements traditional commerce promotions often fail to create.\r\n<br>\r\n<br>By applying this cultural framework to commerce, Gmarket transformed shopping from a chance encounter with a discount into an experience consumers could recognize, anticipate, and actively join. Rather than competing within short-term benefit messaging, the strategy focused on reshaping behavioral rhythm itself - turning promotions into a habit-forming experience that people intentionally return to.\r\n<br>\r\n<br>This context-driven creative strategy proved appropriate because it addressed the core challenge not by increasing incentives, but by restoring relevance - shifting Gmarket from a functional choice to a culturally meaningful one.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"The creative idea behind G-Rock Festival was to transform shopping from a simple transaction into a cultural experience - one that feels like participating in a music festival. To achieve this, we developed Mondegreen Commerce, using the phonetic ambiguity of the Korean language as the core creative device.\r\n<br>\r\n<br>Rather than relying on lyrical meaning, we built the content around phonetic similarity, allowing familiar song lines to be reinterpreted as product names. For example, a well-known Korean lyric phrase meaning “because” (ttaemune) was intentionally re-heard as “tablet,” creating a surprising moment where an emotional line instantly became a product cue. Through this twist, the product name - typically the most commercial element - turned into an entertainment hook that audiences wanted to replay and share.\r\n<br>\r\n<br>To anchor the idea in shared cultural memory, we featured legendary Korean artists and their iconic songs. This lowered the barrier to entry and made the campaign feel less like an ad and more like revisiting a piece of popular culture.\r\n<br>\r\n<br>This creative mechanism directly delivered our strategy of active engagement. Instead of skipping, audiences leaned in to listen, anticipate what each lyric might become, and participate mentally in the reveal. The result was a shift from passive viewing to active involvement - making shopping feel like something to look forward to, not something to scroll past.","is_link":false},{"keyword":"EXECUTION","content":"We mapped the campaign’s promotional mechanics onto a music festival structure and implemented it as a repeatable commerce framework. Every element reinforced a clear festival flow of anticipation, reveal, and participation. The promotion ran on fixed Festival Dates from the first to the third of every month, turning shopping from an ad hoc event into a monthly ritual people could anticipate. A monthly video series consisting of five episodes launched in sync with these dates, building continuity and cumulative excitement. The Top 100 deals were presented as a Headliner Lineup rather than a standard discount list, reframing products as main attractions worth waiting for. Keeping the core shopping flow intact, we used key visuals, copy, and curation across promotion pages, banners, and product presentation to make the experience feel like a virtual festival stage. Browsing and purchasing were reinterpreted as audience participation through a shift in context. A two-phase rollout from teaser to main launch maximized attention within a short window. The teaser built anticipation, while the main launch drove participation and organic spread, mirroring the momentum of a festival opening. Using music genres as a flexible framework, we built a series structure that could expand from rock to ballad, trot, and R&B, evolving the campaign from a one-time promotion into a sustainable brand asset.","is_link":false},{"keyword":"RESULT","content":"After launch, consumers engaged with the campaign not as a conventional advertisement, but as cultural content. Viewers actively participated by leaving comments suggesting lyrics for future episodes, songs that would work well with the Mondegreen device, and artists they wanted to see next. This voluntary participation translated into over 61 million organic views and engagements, demonstrating strong cultural resonance and scalability driven by consumer response.\r\n<br>\r\n<br>This cultural engagement translated directly into measurable business impact. Across five campaign executions (compared with the same weekdays of the prior week), traffic increased by 70%, unique buyers grew by 50%, and sales rose by 45%. Products featured as “Headliners” sold out within five minutes, indicating that anticipation-driven exposure significantly accelerated purchase conversion.\r\n<br>\r\n<br>While the campaign included standard promotional offers, the results cannot be attributed to discounts alone. In a market where price-based competition is commonplace, what differentiated performance was the contextual transformation of shopping - reframing promotions through a festival structure with fixed dates, lineup reveals, and participation framing.\r\n<br>\r\n<br>By shifting shopping from a transactional activity into an experience consumers anticipated and actively joined, Gmarket drove organic reach, repeat visits, and conversion simultaneously. The campaign demonstrates that cultural context design - rather than increasing discount intensity - can meaningfully change consumer behavior and deliver tangible commerce results.","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.youtube.com\/watch?v=e7aultt_eN4","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.youtube.com\/watch?v=YI7-tzYEVhA","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.youtube.com\/watch?v=CtaM4-q_w7o","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.youtube.com\/watch?v=Q-zuBl2D_mM","is_link":true},{"keyword":"URL 5","content":"https:\/\/www.youtube.com\/watch?v=0GDOot7fISU","is_link":true}],"files2":[{"name":"CS09_003.mp4","type":"mp4"},{"name":"CS09_003_DI01L.jpg","type":"jpg"}],"count":2}