SEOUL, SOUTH KOREA — A marriage proposal staged on Korean Valentine's Day has earned more than 3.4 million views for 3M's Post-it note brand.
In the video, created by Korean agency Innored, an army of 300 people bearing tens of thousands of Post-it-brand sticky notes helped a young man propose to his love through the medium of a three-story, office-building mosaic. The event took place in Seoul's Gangnam district on March 14, Korea's "White Day" (akin to Valentine's Day).
"Consumers consider Post-it as functional commodity, not as a brand, which results in tough competition with low priced me-too brands," Innored said in a press release. "The main purpose of this campaign was to make consumers consider the product not just as a functional item, be a symbol of connecting people’s hearts."
The agency tallies video views at more than 3.4 million since the clips were posted on YouTube and Facebook on April 19. The video also recorded 500,000 views and 20,000 Facebook likes in a single day.
This article first appeared on campaignasia.com.