The Campaign

The life of young Korean people is boring. To succeed, they are required to take the same path as others. Teens compete for prestigious colleges and 20s compete for jobs at major companies and professional fields. For those young Korean people striving for success in the same way, thinking outside the box and taking on new challenges barely exists. Hyundai Card, a Korean credit card company, wanted to encourage them to live their own life, using its corporate philosophy, ‘make break make’. ‘make break make’ means breaking the existing rules by taking new challenges. Through such, Hyundai Card wanted to break the status quo of credit card market focusing on 30s and 40s. Its goal was to establish a more intimate relationship with potential customers, the 20s.

Results

The ‘make break make’ campaign was created for young people to enjoy Hyundai Card’s philosophy 'make break make' more easily. ('make break make' means breaking the existing thoughts and rules by new challenges.) So, we created ‘contents’, not just another conventional ads. We made a rap ‘make break make’, sung by ‘MC Yupgilosae’ which is newly created by Hyundai Card. In Korean, Yupgilosae means ‘GET SIDETRACKED AND TRY NEW THINGS’ which basically is our brand philosophy put into younger, lighter expression. That’s why we named the singer MC Yupgilosae and decided to use a bird because in the name ‘Yupgilosae’, ‘sae’ also happens to mean a ‘bird’ in Korean. The campaign was launched by releasing the song in all the music sites and the music video in Youtube. Young people started to respond immediately. Young people spread the music video themselves throughout SNS and the song started to climb the Korean pop charts. The song was even requested on radio shows MC Yupgilosae’s facebook page became extremely popular and fans visited it multiple times with enthusiastic responses of real-time comments, parodies and tribute dances. We created 16 emoticons for a mobile messenger which were downloaded more than 1 million times. The popularity of MC Yupgilosae had expanded nationwide.

We created ‘contents’, not just another conventional ad that 20s can enjoy and spread. We made a rap song ‘make break make’ sung by ‘MC Yupgilosae’ and released it to music sites. Also, we released the official M/V on youtube. Young people spread the song and M/V themselves throughout SNS. The song started to climb Korean pop charts and got requested on radio shows. We opened MC Yupgilosae’s facebook page to communicate with 20s. Fans showed enthusiastic responses of real-time comments and parodies. Additional contents such as mobile messenger emoticons, karaoke song were created to spread the campaign more widely.

The campaign for 2 months was extremely successful with surprising results. _Official M/V views over 5 mil. (The most hits among the videos made by companies in Korea) _15,463,426 people visited MC Yupgilosae’s facebook and 38,235 fans liked it. _MC Yupgilosae ranked as no.1 search word in major portal sites. _Brand preference increased (39.8%  50%) _Purchase intention increased (44.1%  54.5%) Through this campaign, Hyundai Card could more widely spread their philosophy, ‘make break make’, but what was more important was that we were able to make young people think in a different way.