IPHONE FILM PROJECT

TitleIPHONE FILM PROJECT
BrandKT
Product / ServiceIPHONE
EntrantINNOCEAN WORLDWIDE Seoul, KOREA
Entrant Company:INNOCEAN WORLDWIDE Seoul, KOREA
Advertising Agency:INNOCEAN WORLDWIDE Seoul, KOREA

Credits

Name Company Position
JUNG SUK HAN INNOCEAN WORLDWIDE Executive Director
HYUN SUK LEE INNOCEAN WORLDWIDE Executive Director
UI SANG KIM INNOCEAN WORLDWIDE Account Executive
JUNG HWAN KIM INNOCEAN WORLDWIDE Communication Designer
SUK HYUNG KIM INNOCEAN WORLDWIDE Communication Designer
JOUNG HOON LEE INNOCEAN WORLDWIDE Account Executive
CHANG IN CHOI INNOCEAN WORLDWIDE Communication Designer
GA YOUNG LEE INNOCEAN WORLDWIDE Communication Designer
NA YOUNG LEE INNOCEAN WORLDWIDE Creative Director
GUM BYUL BAE INNOCEAN WORLDWIDE Copywriter
YOON SU SHON INNOCEAN WORLDWIDE Account Executive
JONG HYUN NAM INNOCEAN WORLDWIDE Account Executive
SEUNG JUN HUR INNOCEAN WORLDWIDE Account Executive
SOOK CHO INNOCEAN WORLDWIDE Account Executive
JONG JIN PARK MOG INTERACTIVE Producer
DONG HYUN KIM GOODLUCK PRODUCTION Producer
SANG HOON LEE MOTHER PRODUCTION Producer
BUM SUN HWANG ROCKET PRODUCTION Commercial Directer
PARK CHAN WOOK MOHO FILM Director
PARK CHAN KYONG MOHO FILM Director

The Campaign

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 forming the best staff and actors, we completed the challenge via 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 fact 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.

Success of the Campaign

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 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

After a decision was made to proceed with the [KT iPhone Film Project], we aired TV commercial in order to make known our seemingly impossible challenge – of course, the TV commercial was shot with an iPhone, 100%. After completion of the film, we set up a press preview and released the movie to the media, and the praise that was given unreservedly by domestic and global media created enthusiastic interest on the part of the general public. Soon afterwards, a trailer was released, and like a real movie, it opened in actual theaters. We received an invitation to Berlin and this lead to the achievement of winning the Golden Bear award, which is the top prize in the short film category. Carrying the momentum, we opened a smart phone film festival participated by the general public and presently, the film is being shown on olleh tv (IPTV) for PPV.