DIALOGUE IN THE DARK by Nhn Korea for NHN SOCIAL ENTERPRISE

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DIALOGUE IN THE DARK

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market South Korea
Agency Nhn Korea
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: NHN SOCIAL ENTERPRISE
Product/Service: EXHIBITION
Agency: NHN
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: NHN, Seongnam, KOREA
Entry URL: http://campaign.naver.com/cannes_dialogueinthedark
Creative Director / Head of Marketing Center: Jo Hang Soo (Nhn Corp.)
Project Director / Chief Designer: Kim Seung Eon (Nhn Corp.)
Planner / Chief Marketer: Kim Kyung Dong (Nhn Corp.)
Art Director / Team Manager: Shin Myung Sup (Nhn Corp.)
Identity Design / Senior Designer: Son Seung Hye (Nhn Corp.)
Planner / Senior Marketer: Kwon Myo Jin (Nhn Corp.)
Site / Da Design / Team Manager: Byun Sa Bum (Nhn Corp.)
Site / Da Design / Designer: Lee Won Jae (Nhn Corp.)
Site / Da Design / Designer: Jung Eun Ock (Nhn Corp.)
Site / Da Design / Senior Designer: Kim Bong Jin (Nhn Corp.)
Site / Da Design / Senior Designer: Lee Sang Min (Nhn Corp.)
U.I. Developer: Park Si Hyung (Nhn Corp.)
Motion Design / Designer: Lee Sung Man (Nhn Corp.)
Space Planning / Marketer: Lee Eun Jae (Nhn Corp.)
Space Planning / Assistant Manager: Choi Jung Hoon (Nhn Corp.)
Space Planning / Designer: Jin Dal Lae (Nhn Corp.)
Sound Design / Team Manager: Kim Hui Bin (Nhn Corp.)
Sound Design / Senior Designer: Jun Kwang Jae (Nhn Corp.)
Sound Design / Senior Designer: Jung Jae Ho (Nhn Corp.)
Sound Design / Designer: Kim Byoung Ju (Nhn Corp.)
Media placement: Exhibition Space - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Official Website - Website (Www.dialogueinthedark.co.kr) - 01 Feb 2010~01 Feb 2013
Media placement: Online Banner Advertisements - NAVER (Search Portal) - 01 Feb 2010~01 Feb 2013
Media placement: T-Shirt - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Note - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Pencil - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Postcard - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Bag - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013
Media placement: Ballpoint Pen - Dialogue In The Dark Museum - 01 Feb 2010~01 Feb 2013

Describe the challenges and key objectives
The essence of this project was to promote this unique experience of ‘moving beyond sight’ and encourage people’s participation with online PR, viral methods and 3 goals were set up to successfully achieve this. 1. Brand design renewal & localisation 2. Integrated experience design - space, product, website and multimedia – based on brand identity 3. Effective viral marketing using online interactive media.

Describe the brief from the client
In 1988, Dialogue in the Dark premiered in Germany and since then, there have been exhibitions in more than 150 cities across Asia, Europe and America. Over 6 million visitors worldwide have experienced what it means to hear, smell, taste and touch things without being able to see them. Permanent exhibition in Korea was presented by NAVER, Korea’s No.1 portal.

Describe how you arrived at the final design
1. Differentiate by discovering a truly authentic brand identity Identity Key motive: Black&white, Afterimage Seeing that the original design identity could not relate to the extraordinary experience, customisation was focused on finding the authentic brand identity. Discovering the key motives – black & white, afterimage – it was applied to the new logo, official website, space design and brand products. 2. Promotions for maximizing curiosity and viral effects using web media Promotion Key motive : move, sympathize, spread Targeting culture-appreciating people in their 20s and 30s, internet was used as the main channel to spread this touching experience.

Give some indication of how successful the outcome was in the market
Recording 509,382 online banner clicks in just 10 days, more than 3000 SNS postings virally spreading, Dialogue in the Dark aroused curiosity about experience in total darkness. Receiving wide press coverage, it sells 80% of weekday tickets (100% of weekend tickets) in advance and despite the limitation of 180 visitors per day, a total of 4,166 people experienced the exhibition, setting a remarkable record in Korea. More than 500 blog and cafe posts can be found and over 2500 people are registered on the guest book, still spreading positive comments.