FSN "Adqua Interactive Wins Silver Award at the 2021 Korea Advertising Awards"

[Asia Economy Reporter Hyunseok Yoo] FSN, a comprehensive digital marketing group, announced on the 3rd that its subsidiary Adqua Interactive (hereinafter Adqua) won the Silver Award in the Social Communication category at the ‘2021 Korea Advertising Awards’ for the ‘NIVEA Lip Care My No Edition’ campaign by Beiersdorf Korea.

Now in its 28th year, the ‘Korea Advertising Awards’ is the most prestigious advertising award in Korea, hosted by the Korea Federation of Advertising Associations. Adqua also won two Gold Awards in different categories at the Korea Advertising Awards in 2019.

The ‘NIVEA Lip Care My No Edition’ campaign by Beiersdorf Korea, conducted by Adqua, transformed Song Minho into NIVEA’s new marketer, ‘Shin Myeonghan Employee,’ to raise consumer interest and encourage purchases. The campaign was highly praised for creating a ‘virtual worldview’ trend among the MZ generation during its course.

From the vlog video announcing the appearance of ‘Shin Myeonghan’ to the launch of a virtual Instagram account, the campaign naturally connected the product story and features of NIVEA Lip Care My No Edition. The account gained 25,000 followers in about a month after its creation. When searching for Song Minho, ‘Shin Myeonghan’ appeared as a related search term, sparking high consumer interest. The company analyzed that consumers were intrigued by the virtual character ‘Shin Myeonghan,’ who closely resembles Song Minho, and that this interest naturally led from the meaning behind the product collaboration to actual purchases.

The ‘NIVEA Lip Care My No Edition’ campaign by Beiersdorf Korea, which won the Silver Award in the Social Communication category at the ‘2021 Korea Advertising Awards,’ had previously won the Grand Prize in the Social Media category at the ‘2021 Korea Digital Ad Awards.’

Jung Geon-young, Co-CEO of Adqua, said, “We are pleased that the campaign, designed to engage and motivate the MZ generation, received positive feedback from consumers,” adding, “We will continue to launch new campaigns that break the conventional framework of social channel operations.”