Hyundai Department Store to Hold Event Using 'Wally'... Resuming Offline Marketing

Hyundai Department Store's Find Wally Event.

[Asia Economy Reporter Jeon Jinyoung] Hyundai Department Store is resuming large-scale offline marketing in line with the full lifting of social distancing measures. With the theme of happiness, they plan to hold various events using the globally famous character 'Wally' to deliver joy and happy energy to customers. This marks Hyundai Department Store's first offline marketing campaign in over two years since COVID-19.

On the 18th, Hyundai Department Store announced that it had signed a domestic license agreement with the global content producer 'Universal Studios' for the use and copyright of the 'Where's Wally?' content.

'Where's Wally?' is a picture book about finding the main character Wally among numerous people. Since its release in the UK in 1987, it has become a mammoth bestseller with over 60 million copies sold worldwide.

Park Geun-ho, head of Hyundai Department Store's Marketing Planning Team, said, "We expect Wally, a character who embarks on a journey to find happiness in everyday life, to bring happiness and joy to customers tired from COVID-19," adding, "We will present various content that spans all generations to transform the department store into an attractive 'Happy Place.'"

First, from the 29th of this month for four months, Hyundai Department Store plans to decorate the interiors of 16 department stores nationwide, including the Apgujeong Main Store, and 8 outlet stores with the theme of 'Where's Wally?' They will also conduct experiential content and events designed to make customers smile.

At major stores, a large 13-meter-high Wally sculpture will be installed. The sculpture will be sequentially set up for 2 to 3 weeks each at seven stores, starting with the Trade Center Store on the 29th, followed by Apgujeong Main Store, The Hyundai Seoul, and others.

Hyundai Department Store will also transform the cultural halls of the Trade Center Store and Pangyo Store into 'Wally Studios,' creating spaces where customers can relax. Limited edition goods (such as board games) featuring the Wally character will be given as gifts.

Additionally, they plan to create a giant art book using caricatures of about 2,000 customers who wish to participate, and hold customer participation events such as a children's drawing contest featuring Wally.

A Hyundai Department Store official stated, "As customers' expectations rise, we are making generous investments in new content planning," and added, "We will continue to strive to develop content that provides new experiences to customers and leads trends."

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