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Industry Consumer & Public services
Media Design & Branding
Market South Korea
Released December 2010

Credits & Description

Category: Offline Digital Design
Advertiser: NHN
Product/Service: MUSIC SERVICE
Date of First Appearance: Dec 8 2010
Entrant Company: NHN CORPORATION, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_music
Creative Director/Head of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Planner/Chief Marketer: Chang In Sung (NHN)
Project Manager/Chief Designer: Kim Hyoung Woo (NHN)
Project Manager/Lead Designer: Kim Myung Soo (NHN)
Project Manager/Lead Designer: Jung Bin Young (NHN)
Planner/Lead Marketer: Kang Sae Bom (NHN)
Planner/Senior Marketer: Lee Hyun Kew (NHN)
Planner/Marketer: Seo Dong Hee (NHN)
Interactive Design/Senior Designer: Song Byung Yong (NHN)
Interactive Design/Senior Designer: Lee Sang Min (NHN)
Interaction Design/Senior Designer: Kim Jung June (NHN)
Interactive Design/Designer: Ko Dae Hyun (NHN)
Interactive Design/Designer: Hwang Ho Chul (NHN)
Interaction Design/Designer: Chae Myung Suk (NHN)
Graphic Design/Lead Designer: Oh Won Jin (NHN)
Graphic Design/Designer: Jun Se Hee (NHN)
Space Design/Senior Designer: Cha Duck Jun (NHN)
Media placement: Exhibition - COEX SEOUL KOREA - 2010.12.08 - 2010.12.12

Describe the brief from the client
NAVER music service provides users with optimised service by allowing quick and easy search functions suiting the users’ palate. Users may easily drag songs to make their own song list with folder-type menus. Users may access this service right from their PC or mobile phone.

Describe the challenges and key objectives
NAVER participated in the Seoul Design Exhibition 2010 for the fourth consecutive year presenting a new experience for the spectators with new themes and services every year. In 2010, we provided a futuristic novel experience based on NAVER MUSIC, a young and sensational service offered by NAVER, with the title of "NAVER FUTURE: MUSIC." We intended to freshen up the NAVER’s brand image by expanding points of communication with users, rather than merely providing online services.

Describe how you arrived at the final design
In the interactive system, users may select among four types of mood, energetic, calm, sunny and rainy, by touching the screen. Based on the users’ selection, the kiosk automatically plays music with the corresponding mood. The rhythm and beat of the music are visualised in a graphic, so the imagery of the music mood is equalised and shown inside the exhibition booth while the music plays.
NAVER provides this synesthetic experience, in which users could hear, see, and feel the music they selected based on their mood, as a glimpse of the future user experience presented by NAVER MUSIC.

Give some indication of how successful the outcome was in the market
In this exhibition, NAVER MUSIC provided an audiovisual experience to visitors based on music contents, and let them feel the music in a distinctive space. Visitors were allowed to watch, feel and share information by encountering an online service in an offline setting.

- Total of about 50,000 visitors (Dec. 8 -12, 2010).
- Total of about 10,000 daily visitors to NAVER booth, to experience kiosk/ equaliser.
- 2,200 leaflets used (out of 5,000 printed).
- Used all the music download certificates printed (total of 5,000 certificates printed).