Discovery - Seoul Metropolitan Government

BACKGROUND

To promote the dynamic city of Seoul, Seoul Metropolitan Government collaborated with Discovery Networks Asia-Pacific to produce HIP KOREA, a three-part series that focuses on the rising global popularity of Korean pop culture through the stories of three celebrities who are making waves on the global scene: Korean pop-idol and actor Jihoon Jung, popularly known as Rain, veteran film superstar Byung Hun Lee, and one of the greatest figure skaters of all time, Yu-Na Kim.

HIP KOREA offers viewers a look at the changing face of the dynamic city of Seoul: the emergence of the classy and the elegant - from the wine bars of Apgujongdong to the fashionable area of Myondong; a firsthand look at the vitality and passion of the youth driving Korea’s pop scene, as seen through street art and B-Boys; and how an inspiring young athlete is seen as a symbol of grace and triumph to the generation of Korean women coming of age in the 21st century.

The main objective of the campaign was to provide a window on Seoul by showcasing the compelling stories of these celebrities against the backdrop of Korean society and the fascinating city. Riding on the popularity of pop culture and capitalising on the strength of the Discovery brand and its extensive international reach, HIP KOREA provides viewers with engaging content while achieving the client’s campaign objectives.

CAMPAIGN OVERVIEW

PROGRAMMING 

3 x 60mins series

PRODUCT INTEGRATION

The program offered viewers a look at the changing face of Seoul through the lives and experiences of three iconic individuals.

ON-AIR

3 X 30 sec vignettes

1 x 30 sec tune-in promo spot

PR

Media coverage in print publications, dalies and affiliate magazines across the region

AWARDS

Asian Television Awards 2009

• BEST CROSS-PLATFORM CONTENT
  Winner: HIP KOREA: RAIN
  
  
• BEST INFOTAINMENT PROGRAMME
  Highly Commended: HIP KOREA: RAIN
  
  

BEST MUSIC PROGRAMME
Highly Commended: HIP KOREA: RAIN