U+AI_AVENGERS - OFFICIAL PRODUCT FILM

TitleU+AI_AVENGERS - OFFICIAL PRODUCT FILM
BrandLG U+
Product / ServiceU+AI
CategoryD04. Brand / Product Video
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Production BRAVO PRODUCTION Seoul, SOUTH KOREA

Credits

Name Company Position
Sungeun Cho HS Ad Creative Director
Byunghak Jung HS Ad Copywriter
Woosung Lee HS Ad Art Director
Jaeho Jang HS Ad Art Director
Su Park HS Ad Copywriter
Youngun Choi HS Ad Chief Executive Officer
Sungsik Park HS Ad Chief Executive Officer
Jongsung Lim HS Ad Senior Account Executive
Soomin Song HS Ad Senior Account Executive
Minji Hong HS Ad Junior Account Executive
Jeongtaek Lim HS Ad Junior Account Executive

Background

1) Situation - LG Uplus finalized an exclusive collaboration contract with Marvel to load Avengers' characters in their brand-new displayed smart speaker as a concept of figurines. - The new product is limited to be produced only 20,000. - Marvel Cinematic Universe has been popular in South Korea, and this fame has been proven by the each movie's outstanding ticket power attracting more than ten million people. 2) Brief Suggest brand-new concept of 'smart speaker with display' utilizing attractive Avengers' heroes & heroins 3) Objective To intend South Korea's Marvel nerds and smart speaker's consumers to experience product films in sequence

Describe the creative idea

The primary goal was to make our innovative product be more tempting by showing display with attractive Avengers. But the concern was, it is risky that our product may only hitchhike on the fame of Avengers, not showing the function - display - properly. So we tried to focus on our core message, 'Visible AI Speaker'. We believed that our targets will be attracted to the combination of visible and audible function of the product which can improve the usage of smart speaker in daily life. To catch our targets' eyes, we made Youtube Bumper Ads with top three heroes via impressive visual effect. After that, we launched our official product ad film to tempt our targets to consider this 20,000-limited product as their primary purchase. In addition, 15-second film which shows not only the function of the speaker, but also the situation which Marvel's heavy users.

Describe the strategy

1) Data Gathering - Analyzed the quantity of Marvel-related channel subscribers to estimate our targets 2) Relevance to Platform - Youtube supports various targeting options for brand to choose, so we decided to expose our branded videos by setting optimal targetings such as Marvel-related keywords and channels. - By analyzing the comments and Top Videos before and after the Avengers; Endgame release, we could infer that people try to review the grand Marvel Cinematic Universe with movie influencers' customized Marvel films. 3) Approach - Exposing our films in sequence; after teasing our product triggering curiosity with top-three characters of Avengers, we opened our official launch video to the public. We also exposed the 15-second film for Marvel's nerds.

Describe the execution

1) Timeline Our campaign was executed before and after Avengers; Endgame release. This was a strategic approach to launch our campaign to attract our targets; interest who already watched or about to watch the movie. 2) Implementation The sequential release of our brand collaboration films was similar with the typical movie release, by opening trailer first and then the official movie itself follows. Also, we prepared a film for Marvel's heavy nerds in Korea, which plays a role like famous cookie credits of Marvel Cinematic Universe.

List the results

1) Campaign Result - Over 140,000,000 reach was achieved - Over 18,000,000 views were achieved - Over 284,000 clicks were achieved 2) Most Innovative Collaboration of year by Disney Our campaign was officially acknowledged as 'the Most Innovative Collaboration of Year' by Disney HQ, among all other numerous collaborations 2) Sales Our targets have been constantly purchasing our product, which are primary a Marvel-interested users

Links

Video URL