Cheil Worldwide's campaign for the Dorco premium razor brand SLEEK has surpassed 30 million views on YouTube. The campaign, featuring actor Kim Woo-bin, has been praised for its engaging direction that has rapidly gone viral.
According to Cheil Worldwide, the campaign uses the slogan "Skin Loves SLEEK" and reinterprets the daily shaving routine as the "first step in skincare."
The campaign emphasizes SLEEK's innovative patented technology, which minimizes skin irritation after shaving.
The campaign video centers around the key message, "Feel the difference of the thin blade," effectively conveying that the razor's technology makes a significant difference in skin condition.
Particularly, the razor's ultra-precision "Super Thin Blade" technology reduces irritation while enhancing cutting power, presented through captivating visuals and immersive direction.
The vertical shorts produced for SLEEK's primary target audience have accumulated over 20 million views.
A Cheil Worldwide representative stated, "Considering the large number of consumers engaging with vertical shorts on mobile, we shot with a vertical format in mind from the beginning and emphasized subtitles to intuitively convey SLEEK's unique shaving experience."
The SLEEK campaign is currently being showcased across various channels, including TV, digital, and outdoor media, with an integrated online and offline campaign rolling out sequentially.
On May 27 and 28, a sampling event called "SLEEK Motion" will take place in areas densely populated by the core target demographic of working professionals in their 30s and 40s, such as City Hall and Gwanghwamun. Attendees can exchange their old razors for SLEEK's new products. Additionally, mini-games and a coffee truck event will be held on-site to enhance brand engagement with customers.
* This article has been translated by AI.
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