The Challenge :
Mr. Show is a first of its kind live performance show that combines traditional Korean entertainment with a Magic Mike style Burlesque setting. Entrance is for "Ladies Only" so as you can imagine some of the bits can get a little naughty. This aspect proved to be a double edged sword for our marketing efforts because it both drew people in and discouraged people from looking into the brand.
I wanted to make an honest show confidently in an unconstrained environment, for women only, so provocative that that wouldn’t be able to take their eyes off of it.
-Kolleen Park (박칼린)
The Solution :
Hookviral developed a live broadcast format which would attract hardcore fans and inform potential customers who were still not sure if Mr. Show was not their cup of tea or not. By giving viewers a chance to watch the show in the privacy of their own homes we could sell them on the value of the performances. Many consumers found that the show pushed the limits just enough and did not make them feel too comfortable. We communicate effectively to consumers that Mr. Show was provocative, but not scandalous.