To improve BEANPOLE’s brand image and increase sales among people in their 20s, BEANPOLE tried to create a connection with motion pictures, a popular culture code among young people.

BEAN POLE suggested the official slogan of PIFF as ‘BEYOND FRAME’ and developed a total marketing program under the theme ‘BEYOND FRAME’. BEAN POLE’s famous bicycle logo was transformed into a film projector, which was named as PIFF special edition logo, containing the meaning of breaking the frame of old customs. This logo was used throughout the film festival.

After the campaign, sales among 20-somethings increased by 121.5%.Tremendous PR influences (48 TV news appearances, 25 newspaper articles, 163 online blog postings/183 online news articles).20,000 online postings on Google.120K visitors on BEAN POLE Avenue.