ADnomAD | Advertising into a New Dimension
Project Leadership · Strategic Planning · IMC Campaign · Concept Development · Storyboarding
ADnomAD is an integrated marketing communications (IMC) campaign proposal developed for my graduation presentation in Hongik University's School of Advertising and Public Relations. The project received an Encouragement Award (장려상) in the regional preliminary round.
As project lead, I oversaw the overall planning, strategic direction, concept development, and storyboarding. Our proposal explored how advertising could become a participatory communication experience that people actively engage with and share.
Research & Strategic Direction
The project began with an analysis of consumers' negative perceptions of advertising and the changing media environment. We identified a persistent problem: even in new media settings, advertising often continued to rely on one-way communication and standardized messages.
We focused on early adopters in their twenties who are quick to embrace new information and ideas and share them with others. This audience became the starting point for a strategy built around active participation and the social circulation of ideas.
Campaign Concept: ADnomAD
Under the message “Act on new ideas,” we developed ADnomAD as a campaign that invited users to explore, participate, and spread ideas through their own actions. The concept positioned advertising as an experience that could grow through its participants.
Approach → Action → Sharing
The campaign was structured as an expanding journey from initial contact to participation and sharing. Each medium had a distinct role in moving that experience forward:
- Approach: Introduce the campaign and invite users to discover its concept.
- Action: Enable users to engage directly through interactive touchpoints.
- Sharing: Encourage participants to circulate content and extend the experience to others.
The proposed IMC strategy connected above-the-line advertising (ATL), web platforms, below-the-line activities (BTL), and digital and social media. NFC-based interactions, a participatory web platform, and location-based mobile experiences were proposed as ways to turn audience attention into direct engagement and content sharing.
My Role
Project Lead · Strategic Planning · Concept Development · IMC Strategy · Storyboarding
Team Member: Gwonwoo Park (박권우)
I led the team in translating the initial analysis into a coherent campaign concept, communication strategy, and storyboard, overseeing the direction of the proposal from planning through the graduation presentation.