LG U+ 'Muneojijima' Campaign Wins Grand Prize at Digital Ad Awards

[Asia Economy Reporter Seulgina Jo] LG Uplus announced on the 2nd that its ‘Don’t Collapse’ campaign advertisement won the Grand Prize in the digital video category at the ‘2021 Korea Digital Ad Awards’ hosted by the Korea Digital Advertising Association.

The Korea Digital Ad Awards is a digital advertising award given to discover excellent digital advertising campaigns and widely promote the status of digital advertising. About 50 advertisements were submitted in the digital video category of this year’s awards. The Grand Prize, Excellence Award, Gold Award, and Silver Award were selected based on originality, relevance, completeness, and customer preference, with the Grand Prize being the highest honor among the four winners.

The Don’t Collapse campaign was created to represent and support the increasing number of single-person households, especially young adults who have recently started working and are going through a difficult time struggling at work due to inexperience, and who spend their time after work healing in their own way. It conveys support for young adults who want to cherish their own time and live a life with ‘On (life at work) & Off (personal life).’

LG Uplus drew inspiration from the octopus, known as an intelligent creature whose name even includes the Chinese character for ‘writing’ (文), and which has eight legs that it moves freely, showing excellent adaptability by changing according to environments such as work and personal life. Noting the similarities with single-person household young adults, LG Uplus created this campaign using ‘Moono,’ an octopus character from LG Uplus’s representative character set ‘Holman & Crew.’

The videos titled ‘Our Off, Don’t Collapse!’ including the ‘Moono Story’ and ‘U+ YouTube Premium Pack’ videos have recorded 11.7 million cumulative views on YouTube, about 6,000 likes, and around 900 comments since their release. Moreover, the campaign received high engagement through challenges on social media platforms such as Instagram and TikTok, where customers voluntarily participated about 40,000 times by singing along to the ‘Moono Song.’

Encouraged by the explosive demand from viewers, LG Uplus aired the second Don’t Collapse video, ‘Introduce Someone to Do It Together,’ on the 29th of last month.

Kwon Ahyoung, head of LG Uplus’s Single & Two-Person Segment Marketing Team, said, “We planned this campaign hoping that single-person household young adults, who are still inexperienced and going through difficult times in social life, remote work, and living alone, would find comfort and enjoy themselves through the cute Moono character and the addictive Moono Song. The sequel, which many requested in the video comments, was recently released, so please enjoy it and continue to show your love.”