Communication

cuchen Pause Gift Box

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	SUNMOON UNIV
Designer	HUNJONG JANG, DAEWOONG KIM, RIA YU
Description(English)	The price of a rice cooker is not commonly within the range most consumers can readily afford. Therefore, the reality is that consumers often have to make their choice based solely on brand recognition. The Cuchen’s 'Pause' Gift Box aims to address this issue by providing both a direct and indirect experience of Cuchen's features and design. We plan to conduct a Cuchen promotional campaign using the principle of combat rations and heating packs commonly found in the military. To spread the campaign, aiming to attract their attention and spark curiosity and enjoyment.
Description(Native)	밥솥의 가격은 비교적 흔히 소비자가 사용해 볼 수 있는 가격대는 아니다. 그렇기에 소비자는 브랜드 인지도 하나만 보고 결정할 수밖에 없는게 현실이다. 쿠첸, ‘뜸’ 드림 BOX는 이러한 문제점을 해결하고자, 쿠첸의 기능과 디자인 모두 직관적으로 또는 간접적으로 경험시키고자 한다. 상단의 줄을 당기면 2.1 초고압 취사 온도 121도 쿠첸의 기술력을 직관적으로 경험할 수 있다. QR코드를 통해 쿠첸 ON 앱을 다운받아 기기에 쿠첸 ‘뜸’ 드림 BOX를 등록하면 휴대폰 알림 기능을 통해 쿠첸의 loT 기술을 간접적으로 체험해 볼 수 있다.쿠첸, '뜸' 드림 BOX를 열면 멜로디 카드와 동일한 원리로 쿠첸의 음성 서비스를 직접 경험해 볼 수 있다. 내솥 형태의 발열팩을 꺼내면 따뜻한 잡곡밥과 다양한 요리를 만나볼 수 있다. 이는 여행객을 넘어 일반 소비자들에게도 홍보 효과를 기대할 수 있다.
Positive Comments
Judging Comments	The Cuchen’s 'Pause' Gift Box received high marks for its innovative marketing strategy. By offering a direct and interactive experience of Cuchen's features and design, it allows consumers to make informed choices beyond brand recognition. Utilizing combat rations and heating packs as a promotional campaign creates a unique and engaging experience, effectively drawing attention and sparking curiosity. This creative approach enhances brand visibility and consumer connection.

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