HYUNDAI CARD 'BELIEVE IT OR NOT' THE GREEN

TitleHYUNDAI CARD 'BELIEVE IT OR NOT' THE GREEN
BrandHYUNDAI CARD
Product / ServiceHYUNDAI CARD PREMIUM
CategoryB06. Consumer Services / Business to Business
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production APC Seoul, SOUTH KOREA

Credits

Name Company Position
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

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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.

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