There’s been a trend recently for online brands using physical, real world concepts to help market themselves. South Korean search engine Naver is the latest to do so with an advertising campaign that’s on the street rather than on the web.
The Naver App Square is a metal container disguised as a giant open parcel using panels of corrugated cardboard. The Square is entirely furnished with cardboard, with computer screens and seating areas hidden within the material. The outside of the box also has all the labels and stamps similar to a parcel, with the addition of a QR barcode that can be scanned.
Naver created this temporary kiosk in order to promote their brand while providing the public with the same service as its online engine. The Square contains areas dedicated to the brand’s most popular searches such as wine and music, further encouraging the customers to search items within these themes. The latter features an area with cardboard speakers where visitors can entertain themselves by listening to the music of their choice.
With the Naver App Square, the brand offers an effective promotional tool that can divert the public from their usual patterns of web browsing as most do not stray from their default search engines or custom homepage. In a similar fashion, ebay also launched a temporary pop-up shop in London last year, proving that the digital market remains alert to the staying power of physical promotion.