BACKGROUND
As the spread of COVID-19 began to slow and social distancing measures were relaxed,
we saw a clear trend of people preparing to return to normal life and embrace outdoor
activities, especially with the lifting of outdoor mask mandates.
We believed this was the perfect time for our own post-COVID initiative.
We proposed a project to develop branded picnic sets and plan related events,
creating new offline touchpoints with customers by linking our Amorepacific stores to
key urban outing spots like Yongsan’s Nodeul Island, Yeouido’s Han River Park, and Seongsu’s Seoul Forest.
CONCEPT
From our list of potential locations, we finalized the project plan around Nodeul Island,
chosen for its excellent pedestrian access from our headquarters’ Amore Store and its
active schedule of outdoor events. The plan was to set up a booth on the island to
rent picnic supplies in conjunction with an outdoor festival.
This would allow us to promote our products while also providing
an exclusive service and special benefit for APmall customers and our employees.
Package Design Concept
We set the visual direction with the keywords “Youthful & Delightful” and expressed the bright,
positive image of a picnic through a vibrant color palette and whimsical characters.
The project was named “APAP” by taking the initials of “After Pandemic Amore Picnic,”
and these initials were developed into character personas to make the brand feel friendly and approachable.
SERVICE SCENARIO
We envisioned a rental service that APmall members could access by using their Beauty Points.
The service was detailed to allow users to easily manage rentals and returns through their “My Page” on the app.
Picnic Kit & Merchandise Details
Both picnic sets included a common “APAP Outdoor Activity Kit” containing hand sanitizer,
insect repellent, and sun spray, along with other picnic essentials.
The Active Set included a Polaroid camera and heart-shaped sunglasses to encourage a fun,
social atmosphere. The Chill-Out Set included a film camera and bubble wands for a more relaxed, leisurely outing.
SNS SIMULATION
This is a simulation of how a viral marketing campaign would look on Instagram,
using images that feature our products. By aiming for user-generated content,
we can create organic buzz. The participation of customers picnicking
on Nodeul Island would enhance Amorepacific’s positive brand image.
