KOCCA
World Webtoon Awards Paris DOOH
Paris · フランス- クライアント
- KOCCA
- メディア
- Shopping Mall DOOH
- ロケーション
- Paris, フランス
- 実施期間
- SEP 28 – OCT 4, 2026
- キャンペーン目的
- Drive global reader votes for the 2026 World Webtoon Awards
How Does Digital OOH Work in France?
France is one of Europe’s most established OOH markets, but also one of its most regulated. French outdoor advertising operates under national environmental rules and local advertising regulations, and Paris in particular places tight limits on digital screens in public street space. Advertising copy in France is also generally required to appear in French. For international brands, this means a successful France OOH campaign depends less on simply buying the biggest screen and more on knowing where digital formats can run at scale. In Paris, indoor shopping-center networks have become one of the most effective answers, offering high-quality DOOH in spaces with heavy daily foot traffic.
Why Paris for a Webtoon Campaign?
France has one of the strongest comics cultures in the world. Alongside its own bande dessinée tradition, France is widely recognized as one of the largest markets for Japanese manga outside Japan, and Korean webtoons have been building a growing readership among younger French audiences through digital platforms and translated print editions. Paris also welcomes millions of international visitors every year, many of whom pass through the city’s major shopping and tourist districts. For Korean content, Paris OOH offers a rare combination: a local audience already fluent in visual storytelling, and a global audience moving through the same spaces.
What Are the 2026 World Webtoon Awards?
The 2026 World Webtoon Awards is a global webtoon awards program organized by Korea’s Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA). Readers around the world could vote online for 20 nominated works from September 17 to October 19, with the final awards determined 50% by an expert jury and 50% by reader votes. Interest was global from the start: during the nomination stage, 4,038 participants worldwide submitted 941 works. Because reader votes directly shape the results, the campaign needed more than awareness. It needed people to take action.
How Was the Paris OOH Campaign Planned?
Bloomingterra executed the campaign for KOCCA in collaboration with Arirang TV. Rather than relying on a single landmark screen, the campaign ran across a network of digital screens inside several of Paris’s busiest shopping centers from September 28 to October 4, 2026. Running simultaneously across multiple malls allowed the message to reach existing webtoon fans while also introducing Korean webtoons to everyday shoppers and tourists who might never have searched for them online. The one-week flight was timed to fall within the global voting period, when every new reader reached could translate directly into participation.
Which Paris Shopping Centers Were Selected?
Each location brought a different audience to the France outdoor advertising mix. The Carrousel du Louvre, the underground shopping gallery connected to the Louvre Museum, reaches a constant flow of international tourists and culture-focused visitors. Forum des Halles, located above Châtelet–Les Halles, one of Europe’s busiest transit hubs, delivers high-frequency exposure to young Parisians and commuters in the heart of the city. Beaugrenelle, a modern shopping center on the Seine near the Eiffel Tower, attracts local families and visitors, while the Palais des Congrès at Porte Maillot adds business travelers and event attendees. Together, they formed a Paris DOOH network covering tourism, transit, retail, and business audiences.
How Did French Copy and QR Codes Drive Participation?
What set this campaign apart was its focus on action. Every screen featured French-language messaging and a QR code linking directly to the World Webtoon Awards voting page, allowing passersby to scan with their smartphones and vote within seconds. This turned a moment of exposure in a shopping mall into a measurable online interaction. Localizing the copy into French was not only a regulatory requirement for advertising in France, but also a way to make Korean content feel approachable to local audiences rather than foreign. The campaign did not simply announce an event. It invited people to become part of it.
What Can Brands Learn from This France OOH Campaign?
The World Webtoon Awards campaign shows how DOOH can connect offline visibility with online participation in an international market. By combining a multi-mall Paris OOH network, localized French copy, and a direct QR call to action, Korean digital content reached French consumers and global tourists in the spaces where they shop and travel. The same approach applies to any brand looking to drive event participation, website traffic, app downloads, or online promotions overseas. For brands planning France OOH or Paris digital advertising, Bloomingterra helps navigate local regulations, select the right media network, and localize creative to turn exposure into action.
