The Challenge :
The Starex is a vehicle that for years was associated with all things related to labor intensive professions. A new law which allows any person with a basic driver's license to operate a Starex opened up a vast new consumer target. However the problem that we faced was that culturally speaking the vehicle did not appeal to the general public.
The Solution :
We produced a down to earth web series called Starex First Timers. The video series featured up and coming expat influencers who are active in K Media (In fact our very own Creative Director makes an appearance in one of the videos). The three participants came from countries that have thriving car industries : US, Germany, and Japan. They tried out the Starex for the first time and gave their impressions. Korean consumers who were convinced that Starex equals Blue collar labor were given a fresh new perspective when they saw individuals of other cultures trying out the revamped model.
The Results :
During Campaign Traffic Volume Doubled
Our Starex contents continue to appear on the first page of important keywords in the Naver Search engine.
Hits increased by 300% on "Jisikin," the Quora of Korea.