[Maeil Business]. EMCG Wins Silver in the Integrated Marketing Category at the 2024 Korea Digital Advertising Association (KODA) Awards
EMCG, an integrated marketing and media relations company, has won the Silver Award in the Integrated Marketing category at the 2024 Korea Digital Advertising Festival (KODAF), hosted by the Korea Digital Advertising Association.
The Korea Digital Advertising Awards receives more than 300 digital advertising entries every year and awards a total of 24 categories, including integrated marketing, social media marketing, e-commerce advertising, performance, and creative and digital PR.
EMCG won the Silver Award in the Integrated Marketing category in 2024 for the "Brighton Carrier Omnichannel Integrated Marketing Project in conjunction with Aircraft New Media," making it the third consecutive year that EMCG has won the award, following "Andong City-Tourist Destination City Integrated Marketing" in 2023 and "Daegu Metropolitan City-Online and Offline Integrated Marketing" in 2022.
The campaign utilizes aircraft new media to drive brand awareness for Brighton Carrier and increase conversions through an integrated omnichannel approach, both online and offline, with graphic ads on board aircraft reaching nearly 200,000 passengers for an average of 3 hours over a 3-month period, and QR code scans within the creative driving nearly 4,200 people to the brand's site (average scan rate of 2.081 TP3T), resulting in offline to online conversions.
In addition, the company achieved a total ROAS of 11,111 TP3T by diversifying consumers' purchase channels through a mass-targeted media mix that crosses online and offline, including in-flight sales, mobile and online vertical media and catalogs, and online live shopping broadcasts, and achieved a total of 980,000 viewers for NAVER Shopping Live, ranking first in its time slot.
"Consumers are engaging with brands through a variety of channels these days, and they are not limited to digital media with high ad clutter, but are more responsive to ads that appear in unexpected places," said a representative from EMCG. "Aircraft graphic media with high dwell time has a brand recall rate of about 14 times higher than low dwell (contact) time, and international studies have shown that about 871 TP3T of customers are more interested in the product after seeing the ad, which we believe is the reason for the increased brand awareness and purchase."
The airline operated a total of two aircraft, one for domestic and one for international flights, and was praised for differentiating itself by exposing advertisements to travelers from Vietnam, the Philippines, Guam, Thailand, and other countries, including Jeju Island, where Japanese tourists have increased in recent years, and actively utilizing QR codes to provide online contact opportunities for about 40 minutes before takeoff and after landing.
EMCG is the only company in Korea that provides a promotional platform in conjunction with airlines in terms of aircraft new media, and has a system that allows direct promotion on the aircraft and in-flight promotion using flight attendants.
"This award is significant because it proves through real-world examples that aviation new media itself can have an impact on our clients' branding and conversion performance through superior content utilization," said Se Kyu Meng, CEO of EMCG. "Only EMCG can advance its capabilities through two distinct solutions: aviation new media business that can maximize brand awareness and favorability through personalized products based on travelers' journeys, which has surged in the post-COVID-19 era, and an alternative solution that can improve marketing performance due to cookie leasing, one of the most recent issues in digital marketing."
View original article: https://www.mk.co.kr/news/business/11191831