iPhone Promo, Case study IPHONE FILM PROJECT by Innocean Seoul

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IPHONE FILM PROJECT

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Industry Mobile Communications
Media Promo & PR, Case study
Market South Korea
Agency Innocean Seoul
Director Bum Sun Hwang
Creative Director Na-Young Lee
Copywriter Gum Byul Bae
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: KT
Product/Service: IPHONE
Agency: INNOCEAN WORLDWIDE
Date of First Appearance: Oct 1 2010
Entrant Company: INNOCEAN WORLDWIDE, Seoul, KOREA
Entry URL: http://ifilm.innocean.com
Executive Director: Jung Suk Han (Innocean)
Executive Director: Hyun Suk Lee (Innocean)
Account Executive: Ui Sang Kim (Innocean)
Communication Design: Jung Hwan Kim (Innocean)
Communication Design: Suk Hyung Kim (Innocean)
Account Executive: Joung Hoon Lee (Innocean)
Communication Design: Chang In Choi (Innocean)
Communication Design: Ga Young Lee (Innocean)
Creative Director: Na Young Lee (Innocean)
Copywriter: Gum Byul Bae (Innocean)
Account Executive: Yoon Su Shon (Innocean)
Account Executive: Jong Hyun Nam (Innocean)
Account Executive: Seung Jun Hur (Innocean)
Account Executive: Sook Cho (Innocean)
Production Design: Jong Jin Park (MOG Interactive)
Production Design: Dong Hyun Kim (Goodluck)
Director: Bum Sun Hwang (Rocket)
Production Design: Sang Hoon Lee (Mother)
Media placement: TV Commercial - 3 Spots - KBS/MBC/SBS(Public Tv), CATV - 16. NOV. 2010
Media placement: IPhone Movie (With Making Film) - CGV (Multiplex), Press Preview - 10. JAN. 2011
Media placement: Trailer - 30s - CGV (Multiplex) - 10. JAN. 2011
Media placement: Poster - CGV (Multiplex) - 10. JAN. 2011
Media placement: Leaflet - CGV (Multiplex) - 10. JAN. 2011
Media placement: IPhone Movie (Release) - CGV (Multiplex) - 27. JAN. 2011

Insights, Strategy & the Idea
As an exclusive supplier of iPhone in Korea, KT decided to take up an extreme challenge of filming a movie with an iPhone in order to position iPhone as the only one absolute smart phone.
Unlike an ordinary smart phone advertisement, the movie itself became an advertisement where the consumers directly experienced the performance of iPhone and was utilized as media.
For the consumer’s perfect experience, the , which was made using the same process as an actual movie from its initial conception to release in theatres, became a ‘genuine movie’ recognized for its artistic achievement and value and not as ‘an advertisement imitating a movie’ by winning the Golden Bear award.
The consumers are naturally and directly experiencing the performance of iPhone at the same as the fun and inspiration of a well made movie.

Creative Execution
iPhone Film was made with the collaboration of director Chanwook Park, who received the Grand Prix at the 2004 Cannes Film Festival 'OLD BOY' as well as first rate staffs and actors. We created a TV commercial in order to let the consumers know of our challenge, and this likewise was shot using an iPhone, 100%. To give the impression of consuming a real movie, an actual movie marketing method was introduced, and posters and a trailer were made. Also, prior to actual release, we made the film known to the public via a press preview. The meeting of technological innovation and art received the attention of countless domestic and global media and spread rapidly worldwide via SNS.

Results and Effectiveness
The effect we acquired by utilizing a ‘movie’ and not an ‘advertisement’ as media is very surprising.
30,125 persons who have watched the film; 27,034 postings related to Korean blog and community; 805 domestic media reports; 230 global media reports; 375,728 YouTube video Plays and 203,386 page views of the official website; campaign awareness up 87.8%; iPhone preference up 88%
Yet, what is more surprising than this quantitative achievement is that as the perception that anyone can film a movie spread, it drew out even the social reverberation that anyone can become a movie director.