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

Credits & Description

Category: Exhibitions & Live Events
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)
Interactive Design/Senior Designer: Kim Jung June (NHN)
Interactive Design/Designer: Ko Dae Hyun (NHN)
Interactive Design/Designer: Hwang Ho Chul (NHN)
Interactive 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 - 2010.12.8 - 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
The main design concept of the exhibition was ‘music of the future’. We thought that in the future, people will be able to feel music not only by hearing it, but also by seeing and touching it with intelligent music systems responding to user's taste and mood. We installed touch-screen kiosks in which mood options are presented in different colours, so that users could select and listen to music based on their mood. The selected music is visualised in a graphic based on the music's tone. Also, visitors can find the information about the music by NAVER mobile music service.

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).