Spikes Asia

A Very special day for barista Hye-ryung Yoon

E-MOTION GLOBAL, Seoul / LG UPLUS / 2016

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Case Film
Film

Overview

Entries

Credits

Overview

Background

Internet of Things (IoT) service is a new business area that is drawing attention of household appliance, communications and IT companies in Korea. To LG UPLUS that has started to advance into IoT market in full scale since 2015, IoT was an important strategic service, and for this reason, it initiated proactive marketing to lead the market. However, IoT remains as an unfamiliar concept to many people, and thus their level of understanding and interest in IoT was not high. Under these circumstances, U+ and our advertisement agency chose to produce advertisement material that can be sympathized with and comprehended by consumers for the values of IoT in usual lives while assuring the awareness on the home IoT brand.

Execution

This video was spread mainly on YouTube and Facebook by reflecting the media usage pattern of Koreans who are familiar with using and sharing contents on digital video platforms or social media. The movie production background and story on the life of Hye-ryeong Yoon that could not be delivered through the video were shared from a separate online page, and promotional activity was conducted targeting women in 20s and 30s on online communities and media channels. Since the video was first uploaded on YouTube on 19 February 2016, media advertisements were focused on digital channels until the end of March. From mid-March, the advertisement was released in movie theaters and it was released on terrestrial TV and cable TV channels from April.

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