Why is this work relevant for Entertainment?

As SNS photos are an indicator of consumption trends, 'being Instagramable' has become an important component of global marketing. Allowing our members to experience the film in real life through the elements such as limited-edition sneakers that characters wore in the film, the Red Door Bar where scenes in the film reenacted, the Purple dishes in a real restaurant is an exceptional benefit that can be offered only by us. Best of all, the fact that all of this experience was exclusively allowed to premium card members made our campaign more captivating.

Background

As the card benefits were cutting out due to the regulation of the Korean Government, members of premium cards no longer felt the merit of the cards growing dissatisfaction. We wanted to restore the relationship with the members who estranged from us by creating special products that can be purchased only by our cards to give the members the feeling that they are very special. Therefore, the goal was to make other credit card customers satisfied with just ordinary benefits such as annual fee discounts be envious of our members and want to change to Hyundai Card.

Describe the creative idea

We decided to use a film, the most entertaining and favored content. We created 4 short films with the theme about 4 premium cards of Hyundai Card, <The Green Moon>, <The Red Door>, <The Purple Rain>, and <The Black Jean>. The film made a big issue with the special screening and pre-sale sold out at the Busan International Film Festival. The sneakers of the characters in the film <the Green moon> were re-created in reality as a limited-edition sneaker that can be bought only by the Green members collaborating with the artist Coco capitan. Red Door became a secret party place where only the Red members can enter. Dishes in <the Purple rain> have become a menu that only the Purple members can order at famous hotel restaurants.

Describe the strategy

By analyzing data of their card usage, we identified the premium members' desire for cultural consumption. So, we produced artistic short films in a fantasy genre to stimulate members' curiosity. The films were specially screened at the Global Film Festival, distributed through video streaming sites and OTT channels, and became popular. But it was a variety of promotions that this campaign made more buzz. With the promotions related to scenes in the film, we allowed them to experience fantasies in reality as matchless benefits. They gladly took out credit cards from their wallets to get benefits such as limited edition shoes collaborated with global artists, the secret bar that opens only for two days, and the restaurant where a chief chef makes their dishes from the film.

Describe the execution

1. April 2019 ~ October 2019: Film ‘Believe it or not’ Created 4 short films with the theme about 4 premium cards of Hyundai Card for 6 months and simultaneously planed outdoor promotions linked to the films. 2. September 2019 ~ October 2019: Film Release and Outdoor Promotion Advertisement The Film was invited to the 24th Busan Int'l Film Festival, screened 2 times, and released on video streaming and OTT channel sequentially. Simultaneously promoted each promotion through digital media channels. 3. October 2019-November 2019: Promotion and Viral Vinyl & Plastics in Itaewon operates a showroom 10.5-20 and sold limited-edition sneakers exclusively to the Green. For the Red members, we opened a secret Red Bar. The Purple Plate can be ordered only by the Purple members from 10.1 to 31 at L’amant Secret Restaurant.

Describe the outcome

Movie tickets were sold out at Pre-Sale of Busan International Film Festival. Digital contents achieved 21,379,799 views in total. 300 pairs of green sneakers were sold out only in 45mins. Inquiries for application were flooded to enter the Red Door Bar. Requests of the Purple members to extend the event were continued. Since the campaign has been executed, the brand awareness of the Hyundai Card rose by 81.7%, and the number of people who wanted to join the Hyundai Card increased by 75.8%. Our members have found loyalty and intimacy with Hyundai Card, and others who can't afford this special experience even if they were willing to spend their money have envied our members.