Bukchon tourist noise damage sought to be resolved through wind chimes
Tempur “Delivering the value of true relaxation in everyday life”
Temper announced on the 3rd that its ‘Bukchon Landscape Sound Campaign’ video won the bronze medal in the ‘Brand Experience and Activation’ category at the 2024 Korea Advertising Awards hosted by the Korea Advertising Federation.
This campaign was planned with advertising agency Ideat to bring Tempur closer to the Korean market as a global mattress brand. The video is about solving the problem of tourist noise in Bukchon Hanok Village with Temper’s philosophy of emphasizing the ‘value of rest’.
Temper and Ideat focused on the problem of ‘overtourism’, where excessive tourism disrupts the peaceful daily lives of Bukchon residents. Bukchon is Korea’s representative tourist attraction, visited by approximately 6.44 million people every year. However, noise, such as the bustle of visitors and conversations, threatens the lives of residents. Accordingly, Temper and Ideat planned the content ‘Sounds of Bukchon scenery that you have to listen closely to hear’ as an idea to create a quiet tourism culture.
The campaign video introduces Bukchon Hanok Village, which has preserved its natural beauty from the Joseon Dynasty to the present, and interviews residents who are suffering from noise caused by overtourism. Next, for those who desperately need ‘complete rest’, a way to eliminate noise with wind chime sounds is presented. A wind chime bell with a microcontroller was installed at the end of the eaves, and a human body detection sensor was installed in front of the door. When a person passes by, the bell is recognized and the bell rings. I made myself reduce the noise in order to hear the sounds of the scenery. In sections where actual scenery was installed, noise was reduced by about half. Both tourists and residents responded positively to this landscape device.
A Tempur Korea official said, “We are grateful for Ideat’s plan to express the concept of rest together with the Tempur brand,” and added, “We supported the production of this campaign to deliver the true value of rest in people’s daily lives beyond being a simple mattress brand.” . “We will continue to strive to be interested in and participate in public sector issues,” he said. The campaign video can be viewed on Temper Korea’s official YouTube channel.
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Reporter Lee Seol [email protected]
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