The Brief

KT, exclusive distributor of iPhone in Korea wanted to position it, which has global fans, as the only absolute smart phone in the fierce Korean market as well. 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.

Describe how the promotion developed from concept to implementation

To position the iPhone as a smart phone of a different level, an entirely new kind of campaign was need which even the competitor and consumer did not expect, and not just an advertisement that simply listed its functions. The consumers could directly experience the performance of iPhone via the extreme challenge called, [Filming a real movie with an iPhone] that proceeded in the same process as an actual creation of a movie, with the exception being that the camera was iPhone.

Describe the success of the promotion with both client and consumer including some quantifiable results

The film 'Night Fishing' was awarded with the Golden Bear at the Berlin International Film Festival 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.

Explain why the method of promotion was most relevant to the product or service

As a medium where the consumer can encounter the most cutting edge technology for filming, a ‘movie’ was the optimal option for making an appeal for iPhone’s “HD image”. Of course, people have tried in the past to film a picture using the video function of a mobile phone, but what we prepared was a real movie made by a real director. By proceeding with an actual theater release rather than an online showing, the consumers were able to take this film as a real film and experience without repulsion the absolute function of iPhone hidden in the movie.