Logic and UX Design for a touchscreen game that matches the world's No.1 Kimchi products with new customers' personalities.
Client
Jongga / Daesang UK
We are Amplify
Year
2023
Scope
Concept
Logic Mapping
Wireframing
Prototyping
Awards
Best Pop-up
Best Food Experience
Best Exhibition
Best Pop-up Store
Beyond a mysterious door and through a hidden fridge, guests discovered a Korean superstore filled with plenty of opportunity to find the Kimchi products that resonate with them.
Research found that 80% of Millenial and Gen Z audiences considered themselves ‘adventurous’ with food, and 54% wanted to travel more to experience authentic international cuisine. However, nearly two-thirds had been prevented from doing so due to the cost-of-living crisis.
The aim was to bring a slice of Seoul to London, free of charge, and to provide this unintentionally-grounded generation the opportunity to travel to new worlds through their tastebuds.
Introducing Jongga to this new audience placed Korea’s No.1 Kimchi brand firmly on London’s food map, not only ensuring The Flavourverse was a sell-out success but also creating a template for other new markets.
The Jongga Flavourverse EXCEEDED ALL KPIs: educating and inspiring audiences about Kimchi’s versatility and importance in Korean Culture, while cementing brand love for Jongga through an engaging experience with wide news appeal.
97%
of attendees would now purchase Jongga
15.7%
Instagram engagement rate from influencers
27%
consideration uplift
9M
views of Instagram influencer content
10M+
views of TikTok influencer content
7.5M
social impressions (not including influencers)
244M+
media and news impressions
56
pieces of coverage
5000
attendees at 'sold out' event
