Cheil Worldwide "Samsung Life's 'Maeum Undongjang' Campaign for a Special Night"

Cheil Worldwide announced on the 31st that the customer healing project "Maeum Undongjang" campaign, conducted together with Samsung Life Insurance, is gaining attention.

Ma-eum Playground Campaign Signboard.

The "Maeum Undongjang" campaign is a project that offers a special night in a private hanok detached house to people who need rest for their body and mind in their tiring daily lives. It is part of the "Start of Good News" campaign that has been ongoing since June this year.

A Cheil Worldwide official said, "In the first half of this year, through advertisements incorporating AI technology, we broke the stereotype of insurance being something people turn to only when they are struggling or sick, and showed Samsung Life Insurance's differentiated value of delivering good news even in everyday life. We planned the Maeum Undongjang campaign with the purpose of allowing customers to experience it directly."

To recruit participants, Cheil Worldwide conducted an online story submission. Over 7,000 people applied, showing a strong response. Among them, a total of 80 teams were selected through a draw and have been participating in the program sequentially since early October.

Participants are provided with a 1-night, 2-day accommodation voucher for one of the carefully selected hanok detached houses located in Bukchon, Seoul?'Hanok Stay Moon', 'Angilsaga', or 'Sasaroi'?by Samsung Life Insurance. They also receive amenities related to rest such as aroma oil, natural soap, pillow covers, and sleep masks as gifts. Additionally, programs such as instant camera shooting and bath salt making, which participants can voluntarily join during the 1-night, 2-day stay, are offered.

Meanwhile, the Samsung Life Insurance Maeum Undongjang campaign is scheduled to run until November 12, and videos featuring customers' submitted stories and vivid on-site reviews will be produced and released online afterward.

A Samsung Life Insurance official explained, "The 'Start of Good News' campaign ongoing this year has great significance in that it is attempting a differentiated campaign from previous corporate PR methods by conducting an integrated online and offline event, starting with AI-powered advertisements in the first half and continuing with the Maeum Undongjang campaign in the second half."

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