A DIFFERENT SPACE

TitleA DIFFERENT SPACE
BrandNETFLIX SERVICES KOREA
Product / ServiceSPACE SWEEPERS
EntrantNETFLIX Seoul, SOUTH KOREA
Idea Creation DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Idea Creation 2 NETFLIX Seoul, SOUTH KOREA
Production AFEW MARKETING SERVICE Seoul, SOUTH KOREA
Production 2 SILO LAB Seoul, SOUTH KOREA
Production 3 ANTSNBEE Seoul, SOUTH KOREA
Production 4 DOTMILL Seoul, SOUTH KOREA
Production 5 D.COLLISION Daegu, SOUTH KOREA

Credits

Name Company Position
Euijoong Kim Daehong Communications Planning
Hyuncheol Lee Daehong Communications Planning
Seoeun Kim Daehong Communications Planning
Youngsun Lee Daehong Communications Planning
Hansol Cho Daehong Communications Planning
Bohyun Moon Daehong Communications Planning
Bonwook Ku Daehong Communications BTL Planning
Jungsoo Nam Daehong Communications Promotion Planning
Namsik Kim Daehong Communications Promotion Planning
Hyejin Park Daehong Communications Promotion Planning
Jeongho Hwang Daehong Communications Creative
Sungjun Lee Daehong Communications Creative
Minkwan Choi Daehong Communications Creative
Yongho Cho Daehong Communications Creative
Hayoung Seo Daehong Communications Creative
Jihwan Na Daehong Communications Creative
Dasol Choi Daehong Communications Creative
Jihyang Yoon Netflix Marketing
Jooyeon Mah Netflix Marketing
Yilin Lin Netflix Creative
Hyeongmin Lee Afew Marketing Service Production
Youngho Lee SILO Lab Production
Jisoo Lee Dot-Mill Production
Kitae Kim ANTsNBee Production
Geotae Park D.Collision Production

Why is this work relevant for Integrated?

Key asset in this marketing campaign is 'a space'. So everything that was provided to people is based on the experience to unreal. Through sometimes they see the space with eyes and sometimes experience the space in person, people feel our brand. And, we made to experience step by step to each places.

Background

<Space Sweepers> is South Korea’s first space blockbuster film set in 2092 centered on the spaceship Victory. Since it was a space blockbuster genre has never been tried in South Korea, everyone has been waiting for the film. As long as everyone has been waiting, we needed to create an experience that people had never experience at the lifetime.

Describe the creative idea

"One day, suddenly what if there were surreal objects and space in daily of people?" We wanted to make the unrealistic background of 2092 of the film, to experience into our daily lives in 2021. So we created a different transcendent space where is different from the real world in Seoul.

Describe the strategy

As it was a space blockbuster genre has never been tried in South Korea, we wanted the film Space Sweepers created the first direct experience to Korean about all the space. At the same time, we wanted to create all the non-face-to-face campaign for the safest but also most wonderful space experience. So the experiences were shown step by step by place.

Describe the execution

We executed the space experiences step by step for successful launch of the film. 1) Teaser of the space One month before launch of the film, a mysterious spacecraft crash land in Seoul with a large transient population. And for making buzz, we conducted a guerrilla field investigation performance. 2) Indirect experience of the space What if my car could be a spaceship Victory and drive through space of 2092? A week before launch date of the film, we created the space station where filled Space Sweepers worldview in shopping mall in Seoul. 3) Direct experience of the space After successive experience about the space, finally in the building we used to see in daily the spaceship repairs and launches out. For this experience, we created the advent of a space garage in curved OOH media with optical illusions in the film's launching week.

List the results

Through the most safe experience campaign, which was all the non-face-to-face, the film Space Sweepers created a very big impact in Korea, and launched very successfully. In addition, the film got a great response from not only Korea but also overseas. 1) Netflix Korea No.1 Streaming Content in February 2021 2) 1,400+ articles and mass media during the marketing campaign period in South Korea 3) Most watched streaming content of February 2021 in 28 countries in Netflix