Lotte Duty Free Wins Grand Prix at '2020 A' Award

The Nation's Largest Digital Marketing Award's Top Prize in Social Media
Live Commerce and Online Family Concert Featured on YouTube Channel 'LDF TV'

[Asia Economy Reporter Yuri Kim] Lotte Duty Free announced on the 22nd that its YouTube channel 'LDF TV' won the Grand Prix, the highest award in the Social Media (Brand) category of the Digital Advertising & Campaign division, at the '2020 AND Award' held on the 20th.

Now in its 14th year, the AND Award is the largest digital marketing award in Korea, hosted by the Korea Digital Enterprise Association and sponsored by the Ministry of Science and ICT, Korea Broadcast Advertising Corporation, and Korea Internet & Security Agency. The final winners in 64 categories across two divisions?Digital Media & Services and Digital Advertising & Campaign?are selected through judging by a panel consisting of field experts, industry CEOs, and external specialists.

Lotte Duty Free’s YouTube channel 'LDF TV', which won the Grand Prix in the Social Media (Brand) category of the Digital Advertising & Campaign division, has a total subscriber count of 720,000, ranking first among domestic duty-free shops (as of October 2020). 'LDF TV' serves as the main channel for global brand campaigns and received high praise for enhancing customer intimacy through collaborations with influencers and channel branding and issue creation with timely content. In particular, 'Pony Red Room Live,' created in collaboration with beauty YouTuber Pony, recorded 790,000 video views.

Considering the COVID-19 situation, Lotte Duty Free also explained that the 'Lotte Duty Free Online Family Concert,' held non-face-to-face, received favorable reviews. The iconic Family Concert was held online, attracting a peak concurrent audience of 550,000 and a total of 2.2 million views across six countries including Japan, Indonesia, Taiwan, and Vietnam. As a result of the Family Concert, the number of new members on Lotte Internet Duty Free increased by 900,000, and YouTube subscribers also grew by more than 24%.

The brand campaign 'We Want a Duty-Free Life,' featuring Lotte Duty Free model BTS, recorded 26 million views in one month. The campaign conveyed a brand message encouraging those struggling due to COVID-19 and promoting overcoming challenges together toward a freer daily life. In addition, 'LDF TV' offers a variety of content including entertainment, beauty, and win-win collaborations with small and medium-sized brands.

This content was produced with the assistance of AI translation services.