Last November, Naver unveiled its brand direction and new character worldview for the Naver Plus Store with its large-scale discount event, "Naver Sale." This campaign, first unveiled on the Naver Plus Store's official Instagram, drew attention for its collaboration with the Dolphin Kidnapping Group, which visualized the consumer experience through a story. Naver intuitively conveyed the brand message by depicting the benefits of shopping as a character's growth process, embodying the concept that customers receive increasing benefits as they continue shopping.
During the "Big Sale" period, giant Taek-yi figures appeared throughout the Naver Plus Store. Taek-yi is an official character that expands upon the character of Benefit, symbolizing the scale of Benefit's increased size. Naver used this sculpture to create a unified narrative throughout the store and heighten immersion. During the event, special discounts were updated weekly, and limited-time promotions by brand were also released, keeping users engaged.
Olavox participated as a production partner for this campaign. Olavox was in charge of 3D modeling and rigging the characters Hyeok-i and Taek, visually representing their growth process step by step. Taek, in the form of a balloon sculpture, was also created based on the same design direction and served as a symbolic icon for the campaign. Olavox also worked on models and motion graphics for AR content, completing a consistent character experience that connects online and offline. All of the work has been organized and released through Behance.
For this year's Naver Big Sale, Naver strengthened its storytelling-driven commerce campaign to ensure users experience more than just discounts. Brands leveraged visual strategies, leveraging Tak-i to showcase the unique character of the Naver Plus Store and drive attention to the discount event. Naver delivered real-time news about the Big Sale through Instagram and its own in-store content, continuously updating popular products to drive user traffic.
Naver Plus Store's "Naver Sale" has established itself as the largest annual discount event. Naver plans to expand its character- and story-based campaigns in the future to strengthen its brand presence and differentiate its user experience.
