Communication

Colorful Club by Wine promotion advertisement

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	LOTTE MEMBERS
Designer	CHOI JI HYE, PARK BO YOUNG, SON SEUL GI, SHIN SE IN
Description(English)	‘Colorful Club’ is an interest-based service designed to enrich the daily lives of L.POINT members with various themes. The first theme, 'Colorful Club by Wine,' makes it easy for members to purchase carefully selected wines each month. In addition to discounted wine purchases, the club offers members various experiential content such as invitations to tasting events. The ‘Colorful Club’ primary color is ‘purple,’ a mix of ‘red’ reminiscent of wine and ‘blue,’ the L.POINT brand color. The consistent UI design incorporates a shopping journey at each stage, users could feel like visiting and shopping in a offline actual wine store.
Description(Native)	‘Colorful Club’은 관심사 기반 서비스로 L.POINT 회원들의 일상을 다채롭게(Colorful) 꾸며드린다는 컨셉으로 기획된 테마형 구독형 서비스이다. 첫 번째 테마인 'Colorful Club by wine'은 매월 어떤 와인을 마실지 고민하지 않아도 L.POINT가 월 별 시즌에 맞추어 엄선한 와인을 보다 쉽고 즐겁게 구매 가능하다. 와인 할인 구매 외에도 클럽 가입자 대상으로 오프라인 시음회 초청 등 다양한 체험 콘텐츠를 제공하고 있다. ‘Colorful Club’ 컬러는 와인을 연상시키는 'red'와 L.POINT brand color인 'blue'를 조합한 색상인 'purple'을 주 컬러로 채택해 적극 사용했다. 오프라인 와인 매장이 없는 L.POINT app의 한계를 극복하기 위해 쇼핑 행동 여정을 UI 단계마다 적용하여 마치 매장에 방문해 쇼핑하는 듯한 느낌을 받을 수 있도록 연출하였다. 이렇게 온라인에서 만나본 'Colorful Club'을 오프라인에서도 한 번 더 체험할 수 있도록 일관된 디자인 요소를 활용하여 커뮤니케이션하였다.
Positive Comments
Judging Comments	‘Colorful Club’ enriches L.POINT members' lives with themed experiences, starting with 'Colorful Club by Wine.' It simplifies monthly wine purchases and offers exclusive tasting events. The purple color, blending wine red and L.POINT blue, and the consistent UI design create an engaging, offline wine store-like shopping experience. This innovative and immersive approach earned it the Winner title, showcasing excellence in enhancing customer engagement and satisfaction.

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