Yanolja Participates in 'Google Sync Apps 2022'

[Asia Economy Reporter Donghyun Choi] Travel and leisure platform Yeo-gi-eottae announced on the 15th that it participated in the ‘Google Think Apps 2022’. Google Think Apps is a marketing session hosted by Google where successful corporate marketing cases are presented annually. At this year’s event, Yeo-gi-eottae revealed the strategy and results of the ‘Yeo-gi-eottae When Traveling’ campaign.

Since last winter, Yeo-gi-eottae has been running the ‘Yeo-gi-eottae When Traveling’ campaign with music as its concept. The related videos have accumulated 46.5 million views on YouTube, with over 36% of viewers rewatching, forming a ‘fandom’. As a result, it contributed to raising brand favorability and awareness.

Kim Yong-kyung, head of the Yeo-gi-eottae brand office, said in the presentation, “Travel and leisure platforms are not services consumers use daily,” adding, “This is why it is necessary to increase awareness so that people think of Yeo-gi-eottae first when they travel.” He further explained, “Yeo-gi-eottae executed a strategy of actively communicating by transforming and reproducing advertisements into forms desired by consumers.”

In response to requests to produce a 1-hour version advertisement, a labor song version, and a karaoke version, additional videos were released, and based on viewer comments on the YouTube content ‘Nego King’, Hwang Kwang-hee was cast as a model. By responding promptly to customer reactions like this, advertisements evolved into content, and content developed into a ‘playground’. Viewers consumed Yeo-gi-eottae ads in various ways, communicated with the brand, and produced diverse parody videos.

Kim emphasized, “Customers tend to avoid advertisements even if they have to pay,” adding, “This is an era that requires a strategy of actively communicating with customers.” He evaluated that Yeo-gi-eottae’s attempt to provide ‘playthings’ to customers by diversifying core content was effective.

This summer, Yeo-gi-eottae is running the ‘Yeo-gi-eottae When Traveling’ campaign with eight models including Yoon Jong-shin, Jang Kiha, Lee Miju, Noh Hong-chul, Jang Yoon-ju, Minoy, Anupam, and Pani Bottle. The campaign videos surpassed 26 million views on YouTube within 40 days of release.

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