이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
Amorepacific Station “I AM MORE” Branding Project
아모레퍼시픽역 브랜딩 프로젝트 I AM MORE
AMOREPACIFICMay 04, 2023
Summary
In March 2022, Amorepacific won a bid to add our name as a secondary name for Sinyongsan Station, creating ‘Sinyongsan
(Amorepacific)’ station. While this was presented as an effective way to leverage a local landmark for brand advertising,
the branding impact did not justify the significant bidding cost.
Therefore, we are proposing a campaign to strengthen our brand core by leveraging the secondary station name as a powerful branding medium.
Reflecting the behavioral patterns of the Millennial and Gen Z generations, the campaign will center on authentic mirror selfies.
By creating various mirror photo spots throughout the station, we will provide opportunities for visitors to express their own ‘New Beauty.’
This strategy is designed to generate positive viral promotion via Instagram and guide users to a deeper brand experience through QR codes.
Background
Since 2013, the Seoul Metropolitan Government has offered a program for corporations to bid on secondary station names.
For a successful bidder, the level of brand exposure relative to the average number of daily subway users can be extremely
high, leading to a significant increase in brand recognition. With the declining influence of mass media and the rise of
personalized advertising, we saw the high visibility of subway ads as a valuable opportunity. Based on this, our company
invested 380 million KRW to secure the ‘Amorepacific’ secondary name. However, due to a lack of marketing initiatives
beyond the name itself, we failed to achieve a significant impact or resonate meaningfully with the Millennial and Gen Z demographics.
Goal
Amorepacific’s vision of ‘New Beauty’ is a life where everyone discovers and realizes their own unique beauty,
inspiring each customer to achieve a healthy and fulfilling life. We pursue a definition of beauty that extends
into our customers’ lives, and we constantly seek new ways to enhance both physical and mental well-being.
This project was driven by the goal of creating a campaign that would allow more people to easily connect
with our ‘New Beauty’ philosophy and reflect on their own definition of beauty.
2023, New Beauty,
Our ‘New Beauty’ philosophy for 2023 moved beyond a narrow definition of beauty.
The company-wide message focused on self-affirmation and the story of a healthy self, both inside and out.
This was brought to life through the ‘I AM MORE’ campaign, a project where customers completed
the brand message by directly participating in viral marketing. The strategy was to encourage
voluntary mirror selfies from the Millennial and Gen Z generations by creating distinct selfie
zones throughout the station. Through this campaign, the aim was to leverage the secondary
station name as a powerful branding medium and secure a new touchpoint with our customers.
How to Show
The selfie zone graphics draw partial inspiration from the colors and forms of the five elements of our ABC Spirit.
While based on our corporate identity, the tone and mood are designed to be approachable, allowing users to engage comfortably.
We aimed to create an atmosphere that would encourage photos with friends and loved ones. The design expands as a gradient,
partially revealing the subway station background rather than completely concealing it. This strategy is designed to spark
curiosity when users upload their photos to social media, prompting others to ask where they were taken and generating a natural viral effect.
Service Flow
First, we will transform the existing mirrors throughout the station into functional photo zones, creating a unique identity for the
‘Sinyongsan (Amorepacific)’ station. Second, a QR code at each zone will link to a landing page providing a project overview and explaining the connection between Sinyongsan Station and Amorepacific.
The user journey is designed to be simple and intuitive. After taking a mirror selfie and uploading it, the user can scan a
QR code at the photo zone. This directs them to a landing page with project information and offers incentives like museum
tickets or discount coupons for the Amore Store and Osulloc, seamlessly guiding them toward a deeper brand experience.
We also planned the detailed content for the landing page. The page explains the story of how Sinyongsan Station received its secondary
‘Amorepacific’ name, the background and purpose of the ‘I AM MORE’ project, and a guide on how to participate. The user flow is designed
to encourage further brand experiences and even visits to our nearby headquarters. Ultimately, we hope this project concludes as a
campaign that gives everyone a chance to express their own unique beauty and authenticity, whether by completing our brand message
or by taking a photo in front of a message zone that resonates with them.
