Anymotion and Anyclub are the first branded entertainment projects attempted in Korea. By utilizing different new media receiving much attention, the aim was to renew the brand image, enable young people to enjoy and have fun, and simultaneously create a favourable impression of the brand.

With music video as its main media, we approached the targets through various new media including internet, mobile phones, dance contests, club parties, magazines, DVD, poster and outdoor. We received good response from the young generation by stimulating all of their 5 senses and allowing them to experience everything first-hand.

Adapting One Multi Use method, we first produced a music video(Anymotion and Anyclub) in which Anycall product is the motif, and led the consumers to www.anycall.com, the brand website, where everything was revealed. Meanwhile, off-line we opened a dance club, showcasing the music video, and aired 30 seconds TVC of preview. Music and visuals used in the music video were applied in mobile content (ring tone, MP3), poster, magazine, and DVD which were distributed in shops and clubs.