Company: Pentacle
Nomination Submitted by: Megazone Pentacle
Company Description: PENTACLE is advertisement agency of Megazone
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Home Furnishings & Appliances
 Nomination Title: SmartCara Performance Modular Video AD
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
2021.05.01
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 60 words used.
Advertising campaigns in the digital age do not end on air. However, it is difficult to re-produce the on-aired video due to its low efficiency because the production has already been completed and it is also difficult to correct it immediately like an image advertisement. We have created a ‘modular video advertisement’ that allows you to freely edit and modify.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 146 words used.
Different consumers have different food processor needs. It could be fruit flies, it could be the smell, it could be hygiene. And depending on these empathy points, the required functions or messages will also vary. In order to deliver an effective message for each target, we created a ‘Performance Modular Video AD’ that can be combined by creating multiple video modules like Lego.
The video includes ① sympathy, ② USP, ③ END. We took a total of 78 shots considering the combination of images. And each video module was put together. ‘After combining ‘USP’ and ‘END’ that fit the ‘sympathy’, the best combination is found and advertised through testing. By replacing each video module, it can be easily modified according to the characteristics of the target and medium and has the advantage of being able to produce a large amount of videos at a limited cost.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 73 words used.
In the meantime, it was difficult to expect performance efficiency with video advertisements. However, when ‘Modular Video AD’ was implemented, the purchase conversion rate improved compared to the same period in 2020, and sales through video ads increased by more than 30%. In addition, there were many comments and positive public opinion sympathized with the ease of use, and the number of brand keyword searches was three times higher than that of competitors.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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