A VERY SPECIAL DAY FOR BARISTA HYE-RYUNG YOON

TitleA VERY SPECIAL DAY FOR BARISTA HYE-RYUNG YOON
BrandLG UPLUS
Product / ServiceIOT@HOME
CategoryA03. Online: Fiction & Non-Fiction
EntrantE-MOTION GLOBAL Seoul, SOUTH KOREA
Idea Creation E-MOTION GLOBAL Seoul, SOUTH KOREA
Media E-MOTION GLOBAL Seoul, SOUTH KOREA
Production YOU'VE GOT PICTURES Seoul, SOUTH KOREA

Credits

Name Company Position
Young Seob Kim e-motion global Account Director
Jin Ah Hong e-motion global Account Manager
Sharon Jung e-motion global Account Supervisor
Byung joo Jeon You've Got Pictures Creative Director
Jung hyun Keum You've Got Pictures Director
Yong deok Kim You've Got Pictures Copywriter
Ji min Jeon You've Got Pictures Editor
Seung kyum Kim You've Got Pictures Producer
Seung ho Lee You've Got Pictures Producer

The Campaign

Development of technology can change lives of people. To Hye-ryeong Yoon, a barista with hearing impairment that strives to live like ordinary people by learning to communicate, IoT is a technology that brought small but big changes. We aimed to sincerely deliver the usefulness and value home IoT service can bring to people, based on the real story of Hye-ryeong Yoon. We captured the everyday life of Hye-ryeong living on her own without depending upon others with the help of technology who used to seek help of others, and the surprise event of expressing appreciation to her mom in the video. Although the story does not feature famous models, nor it does have any dramatic content, we believed that a story of ordinary people we can see around us and story about families can give deep impression.

Creative Execution

This video was spread mainly on YouTube and Facebook by reflecting the media usage pattern of Koreans who are familiar with using and sharing contents on digital video platforms or social media. The movie production background and story on the life of Hye-ryeong Yoon that could not be delivered through the video were shared from a separate online page, and promotional activity was conducted targeting women in 20s and 30s on online communities and media channels. Since the video was first uploaded on YouTube on 19 February 2016, media advertisements were focused on digital channels until the end of March. From mid-March, the advertisement was released in movie theaters and it was released on terrestrial TV and cable TV channels from April.

The video recorded over 10 million views on YouTube and Facebook, and the story of Hye-ryeong Yoon, the model and story of the campaign was introduced over 100 times on TV and newspaper articles. Also, Hye-ryeong Yoon was invited as a speaker of “15 minutes to change the world”, a lecturing program, to spread the positive and hopeful message. On the brand aspect, home IoT membership subscription increased by 200% after the campaign, and it took the first rank in IoT service brand awareness and preference. Also, owing to the positive response by viewers and popularity, this advertisement was also released on TV and in movie theaters.

IoT service is an unfamiliar and new technology to people, and although commercialization has started, there is not enough understanding and interest in the service. We focused on the value that the IoT technology can offer to people. The value of IoT technology comes from helping people that have close relationships with other people, such as family, friends, and partners, create better lives. Currently stories of ordinary people based on real story are more persuasive and influential for promoting the new technology. Thus we intended to show the real lives of people experiencing small changes through technology and dreaming life.

By eliminating attractive model and splendid editing techniques, we maximized the immersion into the story of Yoon, based on composed tone and manner and moderate style. The story was compressed to be less than 3 minutes for viral effect on YouTube and Facebook. We put special attention on details such as sound, structure, and subtitles so that viewers can sympathize with the mother and the daughter in the shortest time possible. The brand exposure was balanced to minimize its distracting effect on the viewers, so that consumers can recognize and naturally accept the values pursued by the service rather than solely the functionality of the service.

Links

Video URL