Campaign Background

The Donghaeng Festival is Korea's largest domestic consumption promotion event for SMEs and small business owners, hosted by the Ministry of SMEs and Startups. After COVID-19 changed consumption patterns, traditional markets and small businesses faced serious sales declines. Boosting their sales and encouraging market visits was essential — especially reaching younger consumers beyond the 40–59 demographic and spreading traditional market appeal through digital platforms.

Campaign Objectives

• Spread positive awareness of traditional markets and the Donghaeng Festival
  

• Maximize buzz and spread issues through collaboration with Chanoel
  

• Encourage young visitors to traditional markets and organic viral sharing
  

Creative Idea

"A story of traditional markets through a 2nd grader's pure eyes"We produced a rap music video format with a friendly, emotional message. Collaborating with viral kid rapper Chanoel, we aimed for high attention and organic viral impact through the promo CF campaign.