Summary
Unlike other brands which focus on sales post doing any on-ground or experiential activity in the market, Livon focused on making a place in the market by leveraging on a popular culture that was emerging in that market and formed India's first All Girls K-pop band - "5 HIGH"
Challenge
Unlike girls in other markets, our North-East consumers were different- they didn't revere Bollywood stars but instead, were hooked onto the K-Pop culture. Recognizing the growing affinity for this genre, Livon piggy-backed on the cult-like devotion to this culture to appeal to its potential North-East consumers. With K-Pop music stars becoming major global fashion influencers, superlative styling became synonymous with K-Pop music. Ergo, Livon launched the hunt for India's first ever all-girl K-Pop band where music met high style. Livon's focus was to handpick the best singing talent in the North-East & groom contestants into getting the perfect K-Pop look.
Objective
"I want to have what she's having!" perfectly captures how women often come to try new products. That's why ‘unknown' categories need to create a desirable positioning in the consumer's mind. To make Livon aspirational in the North East, we created a unique property to make girls vie for and love Livon!
Strategy
The brand partnered with 3 K-Pop music influencers from the North-East who became a part of the journey from the get-go. Remaining true to the codes of K-PoP, Livon selected the famous K-Pop track, ‘PIRI by Dreamcatchers', as its title track. Integrating K-PoP elements in the on-ground auditions, budding singers in the North-East were asked to prove their love for K-Pop. Dreamcatchers recorded a personalized message inviting K-Pop fans to participate in India's first K-Pop auditions.
Data
We targeted our audiences via multimedia activating TV, Digital, Out of home & On-ground to reach out to the right audience at the platform of their choice. From on-ground auditions to an online wildcard Contest to final selection & grooming, Livon became synonymous with K-Pop style. The band members were groomed by the brand and the K-Pop influencers. Customized & contextual content which focused on K-Pop styling was shared across media for all K-Pop fans.
Solution
Unlike other brands which focus on sales post doing any on-ground or experiential activity in the market, Livon focused on making a place in the market by leveraging on a popular culture that was emerging in that market North- East as a market is very difficult since it involves multiple challenges like communication barrier, different lifestyle etc. K-POP culture is worshipped in that market and there could have been multiple possibilities where Livon could have gone wrong. The song for the music video is an established song by famous K-POP band Dreamcatcher. The permissions to use the song for our music video was a task The final selected winners has to sing the entire song in Korean. We made sure the accent, diction, pronunciation are clear. The attitude, the pop colors used in the music video, the attitude & the music video choreography has to be worked on for weeks.
Results
• This was the first time a brand has created a K-PoP band in India. • The initiative was able to draw 250+ on-ground participants • 400+ wild card entries received • Social & Video promotions reached 5.6 MN people
