|Title||HYUNDAI CARD "BELIEVE IT OR NOT" CAMPAIGN|
|Product / Service||HYUNDAI CARD PREMIUM|
|Category||E01. Use of Film|
|Entrant||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Production||APC Seoul, SOUTH KOREA|
|Geum Beul Bae||Innocean Worldwide||Executive Creative Director|
|Uy Sang Kim||Innocean Worldwide||Account Supervisor|
|Seung Hee Hong||Innocean Worldwide||Copywriter|
|Kang Min Kim||Innocean Worldwide||Art Director|
|Cho A Kim||Innocean Worldwide||Art Director|
|Min Woo Jang||Innocean Worldwide||Copywriter|
|Sung Hun Lee||Innocean Worldwide||Account Director|
|You Bin Kim||Innocean Worldwide||Account Executive|
|Dong Min Lee||Innocean Worldwide||Account Executive|
|Sang Hyun Park||Innocean Worldwide||Account Executive|
|Yeo Jin Kwon||Innocean Worldwide||Account Executive|
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.
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 with not one dimensional but more solid way. As premium card benefits are reduced, members are no longer feeling merit about premium cards and their complaints are growing. The goal was to restore relationships with the members who estranged from us in a special way, rather than the ordinary benefits, such as an annual fee discount. We wanted it to be an entertaining experience that can be done only with Hyundai Card. 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.
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 with not one dimensional but more solid way. 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.