Author: Minhee Choi

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

NOTHING BUT A ‘G’ THANG:
THE ART & ARCHIVE OF G-DRAGON

Let’s explore this collaboration, where G-Dragon’s artistic vision merges with JOOPITER’s universe, crafted with Pharrell’s creative touch.

Global artists Pharrell Williams and G-Dragon have teamed up. On JOOPITER, Pharrell’s digital auction platform, G-Dragon unveiled a special collection of his personal items to the public.

• A unique collection of G-Dragon’s personal items, reflecting his distinctive taste, and JOOPITER’s limited-edition collaboration collections were unveiled
• Glamorous and bold pieces customized by G-Dragon captured the spotlight.
• Paintings created by G-Dragon offered a glimpse into his artistic vision.

ISSUE DISCOVERY

Analyzing selected marketing topics.

Marketing Mix Modeling

Let’s explore Marketing Mix Modeling (MMM)

In an increasingly complex consumer environment, the campaign activities of brands and businesses are expanding. In light of this evolving marketing landscape, MMM is a tool that helps companies comprehensively analyze the outcomes of various campaigns and efficiently allocate their budgets.

• MMM is gaining attention as an accurate and realistic method for analyzing marketing performance.
• A tool for optimizing marketing execution is developed through the stages of data collection, performance analysis and systemization, and modelling.
• It helps manage business performance through accurate analysis of marketing activities.
• Rapid technological advances are driving the evolution of MMM.
• There are several factors to consider for the successful implementation and management of MMM.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

MAD STARS 2024

Creative Solutions Sparking Change

GMAD STARS 2024, Korea’s only international advertising festival, held its grand opening in Busan this past August and concluded with great success. This year, the event particularly stood out for recognizing campaigns that presented creative solutions and leveraged cutting-edge technologies to drive social change. Among the many innovative ideas showcased at MAD STARS 2024, let’s take a closer look at some of the award-winning campaigns that deserve our attention.

• Campaigns that created real-world impact by offering simple yet effective solutions rooted in social responsibility were especially recognized at MAD STARS 2024
• Projects that emphasized sustainability through creative approaches, leaving a positive impact on future generations, were also in the spotlight.
• Creative campaigns that found new ways to communicate with consumers through ingenious ideas aligned with the social and cultural environment were also highlighted.
• Some campaigns successfully built trust and sparked positive perceptions by showcasing brands’ unique technologies and distinctiveness, effectively challenging consumer stereotypes.
• Messages aimed at improving the quality of life for people with disabilities and encouraging their social engagement through innovative technologies that overcome physical limitations stood out.

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Step Into Your Favorite Game’s Universe The Valorant Champions Seoul Pop-Up

Let’s visit the Valorant Champions Seoul pop-up, which offers an opportunity to step into the game universe.

Valorant is a first-person shooter (FPS)* that has recently become a favourite among teenagers. The fourth edition of the Valorant Champions, the game’s most prestigious world championship tournament, is being hosted in Seoul and Incheon this month.

• The Valorant Champions Seoul pop-up, recreating the game universe in real life
• Valorant: Eyeing the title of the new mainstream game
• Champions Square: Welcomed by Jett and a new agent
• The Champions Night Market Event Zone: Experiencing the blurring boundaries between the Valorant game and real-world

ISSUE DISCOVERY

Analyzing selected marketing topics.

The Golden Age of Live Commerce

Content Curation

Live commerce has been experiencing remarkable growth recently. It is now preparing for another leap forward, blurring the traditional lines between TV-focused home shopping and mobile-based live-streaming commerce.

• Media commerce, which intricately weaves together retail, marketing, and sales into a single platform, is emerging as a
  crucial topic today
• Live commerce is being redefined as a hybrid shopping experience that seamlessly crosses the boundaries between online and offline
• Live commerce is moving beyond the traditional format of live-streaming shows dedicated to selling products; it is evolving to strengthen the emotional bond with consumers
• Live commerce is reaching out to customers by integrating live-streaming shows with short-form content, catering to the latest trends

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Guerrilla Campaign

Guerilla marketing is intruding into our peaceful daily lives, offering unusual experiences through various media, from performances to large sculptures and OOH advertising.
Let’s explore brands’ guerilla campaigns, which leave a lasting impression by appearing suddenly in unexpected ways.

• Musinsa Standard
  : Musinsa Standard effectively promoted its events and products through guerrilla marketing Musinsa
• Twisters
  : By installing objects that appeared to have been destroyed by tornadoes in the streets of neatly organized cities, the campaign generated significant buzz
• Squid Game Season 2 & Alien
  :Romulus: Through performances that drew audiences into the universes of various popular franchises, the release dates of their sequels were announced in impactful ways
• Stand Oil and Piña Oatlada
  : Instead of relying on Fake Out of Home (FOOH) advertising, some brands have creatively used giant props to spark curiosity