CUBE MOVIE

Bronze Spike
TitleCUBE MOVIE
ClientSAMSUNG ELECTRONICS
Product / ServiceGALAXY S8
CategoryA13. Excellence in Audience Engagement & Distribution Strategy
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA

The Campaign

The 'Cube Movie' campaign instantly assembles a personalized movie based on 4 digits. A multitude of movie combinations are possible, like with a Rubik's Cube. Each story has 4 plot points: intro, development, twist, and ending. We filmed 10 versions of each plot point to match digits 0 through 9. Multiply that by the last 4 digits of a phone number, and it totals 10,000 potential story combinations. Consumers can enjoy movies of different genres, and organically learn about the great features of the Galaxy S8.

Creative Execution

To generate 10,000 video combinations, we needed 40 well-edited clips. Two months of story work, and two weeks of shooting took place settings as varied as the 1920s, outer space, and bamboo fields. We used various media to promote the Cube Movie Campaign to attract participation. It was simple to access personalized movies anytime and anywhere with our easy, intuitively designed web/mobile site. Also, IPTV subscribers could view the videos on their TVs at home by inputting numbers on their remote control. The Cube Movie Campaign lasted one month from June 1st, and the campaign’s intro video and 1 minute summary video were shown in theaters, internet, and cable TV to increase participation.

The number of videos watched by inputting their own last 4 phone number digits reached 1,060,000 in one month. People actively downloaded 26,000 videos, even though famous actors weren’t featured. It's not simply the number of exposed ads, but the active engagement of consumers in watching these videos that matters most. Also, the average minutes spent on the site per visit doubled to about 9.6 minutes, and follow through from browsing to purchasing the Galaxy S8 increased considerably. As a result, the Galaxy S8 achieved higher sales compared to the previous Galaxy S7, with the Cube Movie campaign videos generating more than 14 million views, all contributing to showcase the Galaxy S8 best features.

Beyond passive consumer exposure to ads, the Cube Movie Campaign gave consumers an enjoyable participatory advertising experience. Simply by entering four-digit numbers, consumers could participate in watching 10,000 combinations of personalized videos. Especially through the web, mobile devices, and IPTV, we readied many different ways to participate in the Cube Movie Campaign.

Millennials in Korea are more independent and active than previous generations. Rather than settling with passive exposure to media, they search for engaging channels with content that fits their personality. To make the 'Cube Movie' campaign more appealing, two conditions had to be met. It should have video content tailored for individuals, not for the general public. And, the viewers must be actively involved participants in the process. To offer a video that feels personalized to each user, we prompted them to “enter the last four digits of your phone number” to receive a video generated based on their phone number that represents their own uniqueness. Also, videos were not shown by shuffling, but only after inputting their digits.

Credits

Name Company Position
Jeongkeun Yoo Cheil Worldwide Executive Vice President
Kyungwon Ko Cheil Worldwide Division Leader(Business)
Jonghyun Kim Cheil Worldwide Division Leader(Digital Business)
Bonggyun Kim Cheil Worldwide Division Leader(Digtal Solution)
Alex Hyuckjin Kwon Cheil Worldwide Creative Director
Kyoungmin Koong Cheil Worldwide Creative Director
Wongi Ryu Cheil Worldwide Art Director
Chaeseung Lee Cheil Worldwide Copywriter
Jungsub Kim Cheil Worldwide Art Director
Minjung Kim Cheil Worldwide Art Director
Inkyung Jang Cheil Worldwide Art Director
Hyomyung Kim Cheil Worldwide Art Director
Jaehoon Choi Cheil Worldwide Art Director
Jeongnam Kwon Cheil Worldwide Account Director
Byoungju Kwak Cheil Worldwide Account Executive
Jeongwoo Lee Cheil Worldwide Account Executive
Seungjae Lee Cheil Worldwide Account Executive
Jisu Kim Cheil Worldwide Account Executive
Hyunchang Roh Cheil Worldwide Digital Campaign Director
Byunghee Kang Cheil Worldwide Digital Campaign Planner
Daehyeok Kwon Cheil Worldwide Digital Campaign Planner
Hyerin Chung Cheil Worldwide Digital Campaign Planner
Hyemin Joo Cheil Worldwide Digital Campaign Planner
Changyong Park Cheil Worldwide Agency Producer
Youngjin Oh Cheil Worldwide Agency Producer
Zong Baik 617 Director
Sungzoo Kim Eelement pictures Director
Jiyoung Lim Planit Production Executive Producer
Sangjun Lee Does Interaction Production Chief
Yongtae Song Noooniset Graphic Designer
Sungryul Mun Cheil Worldwide Project Manger
Woosik Kim Cheil Worldwide Project Manger
Links
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