The Moodies
Best Virtual Event or Experiential Marketing
Retail Winner
Lotte Duty Free – The 30th Family Concert
Lotte Duty Free has held 30 Family Concerts between 2006 and 2019 featuring Korea’s biggest pop stars, in what has become a pillar of its marketing campaigns. The event has established itself as a successful combination of culture and tourism, generating positive effects for the retailer. During the pandemic, no in-person audience was possible so Lotte Duty Free decided to conduct the concert online and seek to recruit additional customers for its online duty free sales channel. On 28 September 2020, the 30th Family Concert took place online and featured pop stars including BTS, Tomorrow X Together, Hwang Chi-yeul, GFriend, and Lee Hyun. For the global audience, the company subtitled in five languages – English, Japanese, Chinese (both simplified and traditional), Vietnamese and Korean. The access code to the concert was only given to those who had an account for the Lotte Duty Free Online Store. Those who were not members could simply sign up for free.
Video highlights from the 30th Family Concert, held as an online event in 2020
The concert attracted around 900,000 new members – around 35,000 per day, a surge of around +590% year-on-year. New members from Southeast Asia, including Indonesia, the Philippines, and Vietnam, accounted for 44% of the total. Customers from other nationalities such as the Americas and Europe, previously a small base, represented 38%, while Korean consumers accounted for a 12% share. By age group, teens and those in their 20s, who tend to be interested in Hallyu culture and duty free shopping, accounted for 37% and 43%, respectively, of the audience. In addition, the virtual concert has resulted in winning back 20,000 dormant Korean customers. Besides achieving a big surge in membership during the run-up to the event, Lotte Duty Free attracted a vast global audience on the night – drawing 2.2 million views and 550,000 individual users.
The Moodie Davitt eZine The Moodies 2021
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