NATIONAL
INTERVENTION +
UBER + KOREA
Homebodies love staying home. Uber Taxi loves taking people places. And K-POP is, well, everything. The perfect ingredients for a social brand activation that takes over the entire city of Seoul; literally.
IMAGINE IF® worked with Special Group and local market partners to develop Uber Korea’s brand positioning and launch them into the market — Go Out and Play.
We then brought it to life by staging a national intervention (powered by K-POP fans) to get South Korea’s most famous Homebody, Taeyeon from Girls Generation, out of the house with Uber Taxi.
Tiffany and Sooyoung called on their 2 million fans to get Taeyeon to Go Out and Play.
We established the Taeyeon Kim Homebody Committiee as a banner to unite fans in their call to action.
Together with members Tiffany and Sooyoung, the social campaign rallied the group's huge fanbase to invite Taeyeon to Go Out and Play. Fan DM’s and social comments featured in and fuelled an OOH takeover of the city.
Throughout the campaign live user comments were featured and our stars engaged directly with their fanbase like never before.
20+ million organic views, 10,000 comments, national PR and we finally did it! Uber is launched and Seoul is going out to play with Uber Taxi.
From a subway takeover, buses and epic DOOH, we plastered Seoul with fan messages calling Taeyeon out and her thank you message when they succeeded.
Project credits
Services
- FUTURE VISIONING
- Strategic alignment workshops
- INNOVATION SPRINTS
Team
- GENE brutty
- tim seddon