| Title | Cube Movie |
| Agency | Cheil Worldwide |
| Campaign | Cube Movie |
| Advertiser | Samsung |
| Brand | Samsung Galaxy S8 |
| Date of First Broadcast/Publication | 2017 / 6 |
| Business Sector | Mobile Telephones & tablets |
| Story | The 'Cube Movie' campaign instantly assembles a personalized movie based on 4 digits. A multitude of movie combinations are possible, like with a Rubik's Cube. Each story has 4 plot points: intro, development, twist, and ending. We filmed 10 versions of each plot point to match digits 0 through 9. Multiply that by the last 4 digits of a phone number, and it totals 10,000 potential story combinations. Consumers can enjoy movies of different genres, and organically learn about the great features of the Galaxy S8. |
| Philosophy | To generate 10,000 video combinations, we needed 40 well-edited clips. Two months of story work, and two weeks of shooting took place settings as varied as the 1920s, outer space, and bamboo fields. We used various media to promote the Cube Movie Campaign to attract participation. It was simple to access personalized movies anytime and anywhere with our easy, intuitively designed web/mobile site. Also, IPTV subscribers could view the videos on their TVs at home by inputting numbers on their remote control. The Cube Movie Campaign lasted one month from June 1st, and the campaign’s intro video and 1 minute summary video were shown in theaters, internet, and cable TV to increase participation. Beyond passive consumer exposure to ads, the Cube Movie Campaign gave consumers an enjoyable participatory advertising experience. Simply by entering four-digit numbers, consumers could participate in watching 10,000 combinations of personalized videos. Especially through the web, mobile devices, and IPTV, we readied many different ways to participate in the Cube Movie Campaign. Millennials in Korea are more independent and active than previous generations. Rather than settling with passive exposure to media, they search for engaging channels with content that fits their personality. To make the 'Cube Movie' campaign more appealing, two conditions had to be met. It should have video content tailored for individuals, not for the general public. And, the viewers must be actively involved participants in the process. To offer a video that feels personalized to each user, we prompted them to “enter the last four digits of your phone number” to receive a video generated based on their phone number that represents their own uniqueness. Also, videos were not shown by shuffling, but only after inputting their digits. |
| Result | The number of videos watched by inputting their own last 4 phone number digits reached 1,060,000 in one month. People actively downloaded 26,000 videos, even though famous actors weren’t featured. It's not simply the number of exposed ads, but the active engagement of consumers in watching these videos that matters most. Also, the average minutes spent on the site per visit doubled to about 9.6 minutes, and follow through from browsing to purchasing the Galaxy S8 increased considerably. As a result, the Galaxy S8 achieved higher sales compared to the previous Galaxy S7, with the Cube Movie campaign videos generating more than 14 million views, all contributing to showcase the Galaxy S8 best features. |
| Media Type | Web Film |
| Length | |
| EVP | Jeongkeun Yoo |
| Business Leader | Kyungwon Ko |
| Business Manager, Digital | Jonghyun Kim |
| Division Leader(Digtal Solution) | Bonggyun Kim |
| Creative Director | Alex Hyuckjin Kwon |
| Creative Director | Kyoungmin Koong |
| Art Director | Wongi Ryu |
| Copywriter | Chaeseung Lee |
| Art Director | Jungsub Kim |
| Art Director | Minjung Kim |
| Art Director | Inkyung Jang |
| Art Director | Hyomyung Kim |
| Art Director | Jaehoon Choi |
| Account Director | Jeongnam Kwon |
| Account Executive | Byoungju Kwak |
| Account Executive | Jeongwoo Lee |
| Account Executive | Seungjae Lee |
| Account Executive | Jisu Kim |
| Digital Campaign Manager | Hyunchang Roh |
| Digital Planner | Byunghee Kang |
| Digital Planner | Daehyeok Kwon |
| Digital Planner | Hyerin Chung |
| Digital Planner | Hyemin Joo |
| Agency Producer | Changyong Park |
| Agency Producer | Youngjin Oh |
| Director | Zong Baik |
| Director | Sungzoo Kim |
| Executive Producer | Jiyoung Lim |
| Production Manager | Sangjun Lee |
| Graphic Designer | Yongtae Song |
| Project Manager | Sungryul Mun |
| Project Manager | Woosik Kim |