A White Day Marketing Campaign Post-Mortem
With the horrible Hallmark-holiday of White Day safely behind us, you may be amused to see what one Joongang Ilbo writer turned up when canvassing the vast array of marketing campaigns designed to extract your hard-earned won on that awful, awful day.
One week ahead of White Day, food companies are heating up their marketing campaigns.
White Day falling on a Saturday this year makes a better situation for preparing a good gift, so sales are expected to increase despite the poor economy.
Convenience stores are the businesses where White Day marketing is fiercest, because for them White Day is their highest sales day.
According to GS25 on the 7th, the company has partnered with electronics company Viliv and its spokesmodels Girls Generation to promote White Day through various events through the 15th.
Nine lotteries will be held in which nine customers will win an article of clothing worn by Girls Generation and stamped with an advertisement for Viliv. Besides that, customers who purchase one of the event products at GS25 and then register at the store’s homepage can win one of 100 CDs signed by Girls Generation or a Girls Generation mousepad (on a first-come, first-served basis).
Above: Just kill me now.
Convenience store chain Seven-Eleven has partnered with online mall Interpark through the 16th with the event “White Day Propose — Let’s Be A Couple” (화이트데이 프로포즈 우리커플 될까요?).
Customers who receive a lottery number by making a White Date product purchase at any 7-11 in the country can register that number at the Interpark homepage, and could win free products pr discount coupons worth up to 7% off.
Convenience store chain Buy The Way is offering “Boys Before Flowers” autographed pictures and minicards to customers who purchase a sewn doll (heart-shaped cushions, talking dolls, banana cushions, etc.) for W25,000 to W29,000, one of the over 70 products the chain is selling for White Day.
Bakery chains Tous Les Jours, Paris Baguette, A Twosome Place, and Dunkin’ Donuts have prepared various cakes and cookies for White Day and are offering them through various events to stimulate sales.
Tous Les Jours is offering over 85 special gift packages for White Day, including “Love Affair” (W12,000); “Love Message” (W3,500 to W7,000); and “Love Me” (W4,500).
Paris Baguette has partnered with flower ship Soho and Noho to offer a sensuous “White Day Package”, a “Hamper Set” in the shape of a flower basket and a “PB Bay Set” that includes a teddy bear.
White Day marketing is strong in online malls as well.
Open Market Auction will run its “White Day 100 Million Won Free Gifts” event through the 11th, offering 4,315 customers the chance to buy Ferragamo bags, Foce watches, Lanvin Rumeur perfurmes, Biotherm creams, and Etude House lipsticks for just W100.
G-Market will offer its “White Day Propose at Sea” event through the 11th, in which two couples who submit a picture of themselves with the story of how they proposed will win a 60-minute White Day cruise on the Han River, during which they can propose and be given gifts including wine, cake, flowers, and dolls.
H-Mall will offer its “Box of Her True Wishes” event through the 12th, in which customers who spend W14,000 receive a chance to win one of 500 discount movie coupons.
GS E-Shop will be offering 10% discount coupons and hotel meal vouchers in its jewelrey promotion running through the 12th.
CJ Mall is having a “White Day Gift Event” promotion of jewelry, designer goods, perfume, and couple items.
Hi.
Very good post.