A Smiley-themed campaign will bring brand awareness to South Korea.

ASIA–Smiley World and regional department retailer Hyundai are pairing for a year-long promotional campaign.

The new campaign launched with a wide range of in-store displays, advertising, pop-up and guerilla marketing events in 15 department stores across South Korea.

Smiley promotional staff will also be on hand in Hyundai locations to distribute badges, exclusive Smiley pouches and a free tote bag with purchase.

“This is the first time that a department chain in Korea has had one themed retail promotion throughout an entire year and demonstrates the ability for Smiley to leverage its unique marketing message of happiness and positivity to drive a consistent and long-standing message at retail,” says Matt Winton, marketing director, Smiley.

In addition, a 6-meter Smiley inflatable will greet shoppers at Hyundai’s flagship department store in Seoul, and a Smiley-branded camper van will travel around the country to inspire photos and hand out free bouncy balls to shoppers.

The deal was brokered by Walter Brown, Smiley’s agent in APAC.