Why is this work relevant for Integrated?

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 Cards. Every element recreated in reality from the film was attractive enough to draw the attention of people and make them want to show off in digital media. Allowing our members to experience the film in real life through the elements that scenes in the film reenacted with.

Background

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 had been struggling to provide unique benefits to its members, wanted to give premium members the benefits they can't buy with money, rather than ordinary benefits such as vouchers and discounts. The goal was to prevent members from canceling our service and get other card members to envy by commercializing and selling a unique experience that only Hyundai Card members can reach.

Describe the creative idea

We made the films inspired by the four colors of the Hyundai premium Card. The films didn't end just as a movie but were used as an advertisement for promotions where members could purchase the fantasy from the films. Reflecting the consumption trends like limited-edition, customization, etc., we offered limited-edition sneakers, a secret party, and special dining to our premium members exclusively and it received attention from the media and innovative responses from card other companies.

Describe the strategy

First of all, we made four films, <The Green Moon>, <The Red Door>, <The Purple Rain>, and <The Black Jean>, using color fantasy on members' cards. And the fantasy elements in the movie were made into goods in reality. For the Green members, who love to show themselves and are enthusiastic about limited edition products, we sold 300 limited edition sneakers collaborating with artist Cococapitan to them exclusively. For the Red members who are deeply interested in networking and gourmet, we brought the mysterious experience of Red Door to reality, opening a party that only the Red members could enter. For the Purple members who want to be treated differently, the dish in the movie became an actual menu of a famous hotel restaurant and only the Purple member could order it. In this way, the fantasy in the movie was reproduced following the needs of each card's target.

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 such as YouTube, Facebook, and Instagram, and engaged those with target consumers. 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

List the results

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.