SOUTH KOREA. Lotte Duty Free has teamed up with virtual influencer Nobody Sausage to deliver an engaging omnichannel marketing campaign.
Nobody Sausage is a character created by New York-based Brazilian artist Kael Cabral. It is popular among the MZ generation globally with over 20 million followers on TikTok, 6.3 million on Instagram and 2.4 million YouTube subscribers.
This is the first time that Nobody Sausage has been included in an offline exhibition. It has previously featured in collaborations with global brands such as Hugo Boss, Netflix and Adidas.
As part of the partnership, the Korean retailer is holding the ‘Everybody Sogong 1st Ave’ exhibition that will run from today (11 July) until October at Lotte Duty Free‘s flagship store in Myeong-dong, Seoul.
It features high-profile activation including Nobody Sausage balloon figures and animations across the exhibition space.
This exhibition depicts the story of a princess who lived in Sogong-dong during the Joseon Dynasty. She is reborn as a modern princess after travelling through time and eventually appears at Lotte Duty Free’s Myeong-dong store.
The retailtainment campaign also features a collaboration video with popular singer/songwriter Park Moon-chi which is screened at Star Avenue outside the Myeong-dong store. The venue serves as an experiential Hallyu (Korean wave) multicultural space comprising photographs, videos and hand paintings of Korean stars.
Lotte Duty Free is also distributing leaflets allow accessing to Nobody Sausage content in augmented reality form.
Lotte Duty Free said its shop is designed to be an entertainment space where virtual influencers and duty free shopping coexist.
Lotte Duty Free Marketing Division Head Roh Jae-seung said: “We are the first in the world to conduct a special offline collaboration with a virtual influencer who is popular all over the world. Lotte Duty Free will continue to carry out various marketing activities to become a comprehensive platform where you can enjoy culture and art together beyond the shopping space.” ✈
