Today's craving campaign
In 2017, Baemin (known as "the Korean Uber Eats" processing more than 34M orders per month) launched a nation-wide brand campaign with the copy 'Today, you're craving _____.' The first round began with a series of food sizzle reels of fried chicken, sashimi, hot pot, pizza, and some other dishes that are most delivered in Korea.
Motion doesn't always translate to static
At first, fried chicken image was closer to an echo of the first round. The original plan was to use a screenshot of the sizzle video for the splash page of the app.
As you see above, static image without the deep frying sound was quite unattractive. With only a few days left before the app update, I quickly came up with an image of fried chicken with cherry blossom petals in the background. In spring, Korean people love going on a picnic and ordering chicken for delivery. In famous places like national parks, there are designated pick-up spots specifically for delivery food.
The splash page went quite viral and the Baemin extended it to a city-wide campaign covering major subway lines and bus stations.
Viral.
This was one of the first projects for me to receive massive social media feedback. Going over the comments was quite exciting. Marketing team had decided to cover the entire subway car or a stair wall instead of taking a few spots, and the aggressive investment worked out well.
