The Challenge :
Opening in 1989, Lotte World once prided itself in being the largest indoor theme park in the world. Conveniently located within the Seoul city limits, they continue to draw around 7 million visitors each year. In a country with a population around 50 million that is not bad. But in recent years they have faced tough competition from larger amusement parks that aggressively market their services toward millennials. Consequentially, ticket sales had been dropping by 2% on a yearly basis.
The Solution :
In order to brand Lotte World as an amusement park for the younger generation, we sought to reactivate the brand with a campaign that was aligned with the values of Korean youth. There has been extensive research on the millennial generation and their preferences toward faster more convenient entertainment. Most Korean born after 1980 were either born in urban environments or lived in the city for most of their lives. With traffic conditions becoming severe year by year, more and more youth have recently sought weekend activities closer to their homes. Given this trend, we reasoned that Lotte World was in a perfect position to emphasize their oldest selling point, location.
During our campaign we received over 3 million views
According to a poll of 10,000 participants 90% of them expressed a desire to visit Lotte World after watching one of our video contents
We were able to optimize facebook branding campaign so that our CPV dropped to less than a penny.