As an exclusive distributor of iPhone in Korea, KT decided to take up an extreme challenge of positioning iPhone as the only one absolute smart phone. The challenge was to have the consumer personally experience the performance of iPhone by taking up the seemingly impossible challenge of creating a real movie with an iPhone. By collaborating with director, PARK Chan-wook, who received the Grand Prix at 2004 Cannes Film Festival, and by bringing together the best cast and crew, we completed the challenge using the same process as a real movie. The film ‘Night Fishing’ was given a focused spotlight by domestic and global media as the meeting of technological innovation and art, and this spread rapidly via SNS. The film was invited to the Berlin Film Festival and awarded the Golden Bear. Our challenge moved beyond mobile to change the world.

As an exclusive supplier of iPhone in Korea, KT decided to take up an extreme challenge of filming a movie with an iPhone in order to position iPhone as the only one absolute smart phone.

Unlike an ordinary smart phone advertisement, the movie itself became an advertisement where the consumers directly experienced the performance of iPhone and was utilized as media.For the consumer’s perfect experience, the , which was made using the same process as an actual movie from its initial conception to release in theatres, became a ‘genuine movie’ recognized for its artistic achievement and value and not as ‘an advertisement imitating a movie’ by winning the Golden Bear award.The consumers are naturally and directly experiencing the performance of iPhone at the same as the fun and inspiration of a well made movie.Creative ExecutioniPhone Film was made with the collaboration of director Chanwook Park, who received the Grand Prix at the 2004 Cannes Film Festival 'OLD BOY' as well as first rate staffs and actors. We created a TV commercial in order to let the consumers know of our challenge, and this likewise was shot using an iPhone, 100%. To give the impression of consuming a real movie, an actual movie marketing method was introduced, and posters and a trailer were made. Also, prior to actual release, we made the film known to the public via a press preview. The meeting of technological innovation and art received the attention of countless domestic and global media and spread rapidly worldwide via SNS.Results and EffectivenessThe effect we acquired by utilizing a ‘movie’ and not an ‘advertisement’ as media is very surprising.30,125 persons who have watched the film; 27,034 postings related to Korean blog and community; 805 domestic media reports; 230 global media reports; 375,728 YouTube video Plays and 203,386 page views of the official website; campaign awareness up 87.8%; iPhone preference up 88%Yet, what is more surprising than this quantitative achievement is that as the perception that anyone can film a movie spread, it drew out even the social reverberation that anyone can become a movie director.

The most basic objective was to show the absolute performance of iPhone. The consumers do not see our message from general advertisements but directly experienced it by watching a real movie, and this was consolidated via the coverage given by reliable domestic and global reports. 30,125 people have watched the film; 27,034 postings related to Korean blog and community; 805 domestic media reports; 230 global media reports; 375,728 Youtube video Plays and 203,386 page views of the official website; Campaign awareness up 87.8%; iPhone preference up 88%.

Yet, what is more surprising than this quantitative achievement is that as the perception that anyone can film a movie spread, it engendered the idea that anyone can become a movie director.