LGUPLUS_EXID HEART-THROB VERSION CF

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Keep on becoming Faster Up and Down, U! PL~~US

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ROUND 1

A VIRAL VIDEO EFFICIENTLY PORTRAYS THE MESSAGE OF LG U+’S [2 TIMES FASTER UPLOAD SPPED COMPARED TO OTHER COMPETITORS]

With the opening of the era of LTE, an “Advertisement war” has begun.

It has become a requirement to each telecommunications company, and a mission for us to accomplish.
“How are we going to efficiently market the USP to the consumers?”
Clear and easy message. An approach that could shake the hearts of the consumers.

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ROUND 12

LTE-A, BROADBAND FREQUENCY, 80MHZ…

Recently, there has been a mass increase of advertisements explaining new and complex technology. But general consumers tend to easily forget advertisements that just spread out difficult words, and are unable to relate to the message of the advertisers. Instead of explaining what the product is, we created an advertisement that general consumers can relate to.

Round Point 1 CAPTIVATING THE ATTENTION OF CONSUMERS

Parodying an already popular artwork captures the attention of the consumers, by re-interpreting and creating something new from what’s already familiar. We have created an advertisement that utilizes a familiar melody and repetitive verse to explain the message we try to convey in a relatable way.

Round Point 2 ADVERTISEMENTS AS A FORM OF AN ENTERTAINMET CONTENTS

Recently, brands are incorporating their stories with various entertaining elements such as films, music, and drama, which has become known as a “Branded Entertainment.” And the Branded Entertainment has become a new type of contents that stimulates the curiosity of the audience. We have appointed “EXID,” who has created a new syndrome in Korea’s music scene as the model to captivate the attention of the consumers and create contents that efficiently incorporates the USP.

OUTPUT

POPULAR HOOK SONG AND BRAND COMING TOGETHER TO PRODUCE A NEW CREATIVE ARTWORK

Connecting the main USP of the brand, “Upload and Download,” to a highly successful song of the girl-band, “Up and Down,” to convey a highly enjoyable advertisement.

RESULT

11 MILLION VIEWS ACHIEVED

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[EXID Up & Down Heart-throb version Special M/V], On-Air since February 16th, 2015, has reached 7 Million views on Youtube by 20 days.
-10 Million views achieved in June of 2015

MEDIA ATTENTION

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[EXID Up& Down Heart-throb version Special M/V] was introduced in 24 different media articles from February 25th to March 4th. The Music Video also gained viral attention centered around the NAVER blogs, whereas by March 7th, 60 Naver blogs have re-posted the Music Video.


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On March 4th, a major news report was made using the clips of the Music Video, thus confirming the popularity and high attention.

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The news spread towards international news report and music-related websites and blogs that keeps track of K-Pop, such as Billboards, and International news, music-related websites that keeps track of K-Pop, such as Billboards, therefore bringing in further attention for the Music Video.

CREDITS

BRAND: LG UPLUS
DIRECTOR: EUNYOU KIM
ARTIST: EXID
ART DIRECTOR: BADIHAKI
ASSISTANT DIRECTOR: MINJI KIM
2D GRAPHIC: AHN JAEHOON
VIDEO PRODUCTION: 12ROUNDS

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