“K-ID Photo”, the talk of the town during the Olypmpic Games Tokyo 202…
Article publish time : 21-08-05
Article input time : 21-08-06
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- Commissioned by NAVER, took portrait photos/videos/interviews with 240 athletes from May
- Took charge of the Official Campaign of the KSOC & Operation of the Digital Channel during the Olympic Games Tokyo 2020, achieving a whopping 300% growth
Due to the widespread of COVID-19, there were many concerns surrounding the hosting of Olympic Games Tokyo 2020 around the world, and even among the athletes. With the Olympic Games, which is considered as an ‘opportunity of a lifetime’ to many athletes, being postponed for a full year, some of the athletes were even forced to give up their dreams, and even those who decided to pursue their dreams had to fight against the sense of uncertainty and vagueness.
However, when the interview and ID photo of 232 athletes were released at NAVER about a week before the opening of the Olympic Games Tokyo 2020, the public’s expectation and support towards the Korean National Team began to rise. Over 400 million ‘Cheers (Likes)’ were recorded in Day 10 of the Olympic Games, and a video that starred Yeon-kyung Kim, who is considered as one of the best female volleyball players in the world, has exceeded 80 million views. The reaction was literally explosive. Thanks to the exclusively produced contents and high-quality portrait photos/interview videos, countless media outlets, IOC, and even the Tokyo Organizing Committee for the 2020 Olympic Games (TOCOG) used the photos. Netizens started to compare the photos of Korean athletes with other foreign athletes and praised the excellent quality of our ‘K-ID photos’.
The contents for the Olympic Games, which were prepared and released by NAVER, a sponsor of the KSOC, have been created by Seven Hundred Co., a 3-year-old digital marketing company that specializes in sports-related contents. Seven Hundred Co. is a company that has been established by Lee Kyu-sang, a former member of the PR Department of the PyeongChang Organizing Committee for the 2018 Olympic Winter Games (POCOG), utilizing his 5 years of experience in the field of sports marketing & promotion.
In this project, Seven Hundred Co. was in charge of the production of ID photos, magazine-style concept photos, and vertical interview videos of the Korean National Team athletes. From May to mid-July, Lee Kyu-sang and his team visited multiple training centers located at Jincheon, Mungyeong, Busan, and Jeju to take interviews with the athletes, and even conducted video call interviews with players with athletes who were training abroad in Kenya, U.S. etc., so that the public could enjoy the videos and interviews of all 243 athletes who will represent Korea as a part of the National Team.
To clarify the purpose of this project, Seven Hundred Co. made clear that “The main intention of us and NAVER was to ensure that every single one of the athletes within the Korean National Team had a chance to get enough attention from the public. That is why we didn’t make any difference between the ‘star’ athletes and the athletes who were relatively ‘less known’ to the public. Thanks to the support from the KSOC, we were able to concentrate on creating the contents to attract the public’s attention.” And thanks to their effort, whenever there were emerging stars & surprise stars such as An San, Kim Je-deok (Archery), Shin Jae-hwan (Artistic Gymnastics), Woo Sang-hyeok (High Jump), Hwang Sun-woo (Swimming), etc., netizens were able to visit NAVER’s special webpage dedicated for each individual athletes to cheer for them.
Lee Kyu-sang, the CEO of Seven Hundred Co., also stated “It was quite a difficult project because we had to consider the current COVID-19 situation, and the contents had to be produced in a significantly limited environment where we had to make sure that the entire project did not affect the players preparing for the actual competition. Since we had to finish the entire process, from filming to editing, in only two and a half months, we had to put in a lot of effort to create and implement a production process where we can release a large amount of high-quality content in a short period of time. All of our team members really had to go through a hard time travelling around the entire country, but I think that our effort and hard work eventually paid off.”
In particular, at the request of the KSOC, Seven Hundred Co. has been appointed as the main operator of the official digital channel of the South Korean National Team, and carried out a promotion/cheering campaign called “Cheer for Korea.” As a result, Seven Hundred Co. was able to increase the KSOC’s Instagram Post Engagement Rate by up to 5,000%, leading to a whopping 300% channel growth rate, establishing itself as a reliable company that specializes in the field of sports momentum marketing.