KCC×Mashimaro Collaboration Artwork at Lotte Department Store's Gimpo Airport Branch
Free Supro Self paint cans and flower seeds, plus an SNS event
KCC (CEO Jung Jae-hoon) unveiled its third pop-up store in collaboration with Mashimaro, a leading K-character, and KCC Paint at Lotte Department Store's Gimpo Airport branch from August 18 to 31. This collaboration was specially planned to express gratitude for the strong interest and support received from the earlier operation of stores at Hyundai Department Store's Pangyo and Cheonho branches this past July, and it reached consumers with a variety of benefits and events.
Set up on the GF level of Lotte Department Store's Gimpo Airport branch, the pop-up store was colorfully arranged under the concept of "Mashimaro Goes to the Forest," offering a wide range of goods to enjoy, including dolls of various sizes, limited-edition eco bags, and character merchandise. Behind the 1m-tall giant Mashimaro at the entrance, a sculpture of green paint pouring out of a paint can was installed, promoting KCC's Supro paint while expressing its eco-friendliness through imagery.
At the pop-up store, customers who purchased a limited-edition eco bag printed with three types of artwork created through the collaboration between KCC Paint and Mashimaro received a free goods package containing a can of the eco-friendly water-based paint "Supro Self" and flower seeds. It is an experiential package designed so that customers can fill the can with the enclosed soil, sow the flower seeds, and grow them themselves.
Kim Jung-hyun, 30, from Yongsan-gu, who said she had purchased a package at a previous pop-up store, remarked, "When I grew the flower seeds myself, they sprouted better than I expected and I can see them growing day by day, so I'm enjoying raising them," adding, "Retro interiors are trendy these days, and the KCC paint can works well as an accent for home interiors, so I'm satisfied."
KCC also held an SNS event to celebrate the Mashimaro collaboration pop-up store. Those who followed the "Supro" Instagram account (@supro_kcc) and uploaded a proof-of-visit photo from the "Mashimaro Goes to the Forest" pop-up store to their story or feed along with the hashtag were entered into a drawing in which 20 people received a 10,000-won Hyundai Department Store gift certificate.
Sung Ji-hyun, manager of the Brand Communications Team responsible for KCC branding, said, "Communicating with consumers offline over two months through the Mashimaro collaboration, it seems that the unexpected partnership between KCC Paint and Mashimaro helped make KCC Paint's image feel more approachable," adding, "Going forward, we plan to focus on various marketing efforts that allow us to meet and communicate with consumers directly offline."