VERTICAL STREET - A NEW TYPE OF CRASH TEST
| Title | VERTICAL STREET - A NEW TYPE OF CRASH TEST |
| Brand | KIA MOTORS |
| Product / Service | KIA GRAND CARNIVAL |
| Category | D01. Social Video |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Credits
| Name | Company | Position |
|---|---|---|
| Inmi Uhm | igloofilm | Producer |
| Doohwuan Lee | igloofilm | Director |
| Boumsu Park | Innocean Worldwide | Sr. Manager |
| Injung Choi | Innocean Worldwide | Sr. Manager |
| Junghwan Kim | Innocean Worldwide | Sr. Director |
| Deok JW Hyun | Innocean Worldwide | Manager |
| Joongkwan Yoon | Kia Motors | Marketing Supervisor |
| Eunhee Kang | Kia Motors | Marketing Director |
| Wooyoung Jang | Kia Motors | Marketing Manager |
| Sunghun Jang | Kia Motors | Marketing Manager |
| Han jun kyu | igloofilm | Cinematographer |
| Jung seung hwan | Stone sound | Sound Design Arrangement |
| Jungeun Park | igloofilm | Art Director |
| Juyoung Ham | igloofilm | Special Effects |
| Jung man Park | Wide East | Editor |
| Hwang kyu beom | Wide East | Graphic Designer |
The Campaign
Instead of a traditional crash test against a stationary wall, we dropped the car from up high after building a 90-degree angle vertical street using 6219.6 meters of steel pipe. We then hoisted the Grand Carnival and dropped it from a height of 12.6 meters, which results in the exact same impact as a standard 56 km/h crash test.
Creative Execution
This campaign started from 1st Sep 2015 and held for 12 week. YouTube was placed main distribution channel, and we also ran 'Trueview' for mainstream reach. Also other video channels were mixed complexly. 'Blogger Outreach' and 'Editorial' had the position for organic reach.
Total Video View : 10,909,299 Articles were published many times including Huffpost which is most influential in SNS. In result, Ad recall rise 14pts after campaign, and Male / 35+ target which is our main target led the result. Message Association index is 10% higher than other controlled group.
Online video channels has became already traditional in advertising. 'Blogger Outreach' and 'Editorial' reached our main target who have families.