South Korean millennials feel uncomfortable watching the endless flood of commercials these days. They don’t hesitate to skip ads at the front and end of content they’re watching.

Samsung Electronics used a new way to launch the Galaxy S8, showing its innovative usability to its main target, Millennials, while increasing brand appeal. We needed a campaign where millennials could actively and conveniently participate in.

How can Samsung make sure their main target, Millennials, would willingly watch videos to the end? Instead of just being passively exposed to ads, how can we engage consumers to actively participate in them?

To generate 10,000 video combinations, we needed 40 well-edited clips. Two months of story work, and two weeks of shooting took place settings as varied as the 1920s, outer space, and bamboo fields.

We used various media to promote the Cube Movie Campaign to attract participation. It was simple to access personalized movies anytime and anywhere with our easy, intuitively designed web/mobile site. Also, IPTV subscribers could view the videos on their TVs at home by inputting numbers on their remote control.

The Cube Movie Campaign lasted one month from June 1st, and the campaign’s intro video and 1 minute summary video were shown in theaters, internet, and cable TV to increase participation.