Saero launched a consumer participation campaign targeting the MZ generation during the back-to-school season to build its brand worldview and provide a unique marketing experience.

The campaign featured three types of mini-games suitable for light social drinking ('Spin the Saero Bottle,' 'Pull the Tail,' 'Roll the Jolly Die'), which repeatedly exposed the brand character, ‘Saerogumi,’ and its universe, delivering a cheerful and friendly brand experience. The objective was to naturally promote the brand by establishing a light-hearted image connected to MZ culture and strengthening the brand experience through integration with offline promotions.

The campaign successfully spread across university areas, generating a high viral effect through participants' social media sharing. This resulted in the successful imprinting of the ‘Saerogumi’ worldview onto consumers and a notable improvement in brand intimacy.