BO-KYUNG KIM/MIN KANG/SARAH YUNA CHOI/SEJIN SAM KIM
FILM PRODUCTION COMPANY :
STANNUM/MARKENFILM ASIA/MEGI BLUE/GONGBAEK, SEOUL
STANNUM CHIEF EXECUTIVE OFFICER :
SUYOUN CHOI
DIRECTOR :
BYOUNG-GON MOON
CAMERAMAN :
KYUYEON LEE/WONWOO JUNG/TAEWOO KIM
EXECUTIVE PRODUCER :
IN-AH LEE
FILM PRODUCER :
SUKKU SON
POST-PRODUCTION COMPANY :
PLAN'IT PRODUCTION/HYPE, SEOUL
EDITOR :
JUNG-HOON LEE/HYEON-JUN KIM
POST EXECUTIVE PRODUCER :
YOUNG-HWI SEO
POST PRODUCER :
MOONJU JEONG
SPECIAL EFFECTS COMPANY :
LOCUS, SEOUL
VISUAL EFFECTS :
CHOHWI PARK/HEEJI KIM/HYEONGBIN YOON/YOOKYUNG HONG/ JIYOUNG KIM/CHIYOUNG PARK/YOUJIN LEE
SOUND PRODUCTION COMPANY :
STONE SOUND, SEOUL
SOUND DESIGNER :
HEEKOOK HUR/HYUNJI SHIN/EHYUN MOON
CAMPAIGN SUMMARY :
[IONIQ’s main target: the MZ generation. Their response: “Don’t care, didn’t ask.”]
IONIQ is Hyundai Motor Company’s flagship electric vehicle brand. Since its release, it has been creating ads and investing in exposure with a massive budget. Still, it has failed to appeal to its main target, the MZ generation(only 1.4% IONIQ recognition among MZs). In reality, 80% of IONIQ consumers are middle-aged individuals aged 40 and older, with users in their twenties making up just 3% of buyers. What’s worse, due to the Korean government's subsidy policy for electric taxi purchases to boost EV adoption, the MZ generation even perceives IONIQ as a model exclusively for entry-level electric taxis. In this context, Hyundai sought to appeal to the MZ generation effectively—its future main target for the EV market—and create a campaign that makes IONIQ go viral in a positive light.
[World’s First Film Shot by a Car]
The new entertainment content film designed to captivate ad-skeptical audiences, 'Night Fishing', is the first movie filmed entirely using seven car cameras. This unique approach, where the car transitions from being the subject of the film to acting as the director of photography, caught the public’s attention even before the movie’s release and went viral among MZ generation consumers. Rather than promoting 'Night Fishing' as standard branded content, it was officially screened in theaters with a $1 ticket price tailored to its 13-minute runtime. Consumers who typically avoid advertisements but appreciate well-made content flocked to theaters to watch 'Night Fishing', resulting in a 767% higher PR success compared to standard IONIQ advertisements.
CREATIVITY/IDEA/INSIGHT :
[Captivating the MZs: No Brands, Just Impact]
The concept behind 'Night Fishing' was straightforward: instead of minimizing brand exposure, create unique and unprecedented content that inherently ties back to IONIQ. Throughout the 13-minute runtime of 'Night Fishing', neither IONIQ’s logo nor a full shot of the vehicle is shown. However, the groundbreaking idea of the car transitioning from its traditional role as a subject in films to becoming the entity that films itself captivated the public. 'Night Fishing' received raving reviews for transforming the fixed camera of the car from a limitation into a strength, offering a fresh perspective and dramatic tension. This innovative approach resulted in content only IONIQ could deliver, going viral and achieving 100% media coverage.
STRATEGY :
[13 Minute Long $1 Movie Sparks Consumers’ Curiosity]
The release of 'Night Fishing' closely followed the rules of the film industry. Positioned as entertainment content rather than an advertisement, it appealed to ad-skeptical consumers by competing solely on quality. Unlike standard branded content, 'Night Fishing' premiered at Chef Dance, a principal program of the Sundance Film Festival. After undergoing the same classification process as regular films, it was officially screened nationwide. Reflecting the MZ generation's preference for short-form content, the runtime was set to 13 minutes, with a revolutionary $1 ticket price. 'Night Fishing' went viral among curious audiences, who eagerly paid to experience this unique advertisement in theaters.
EXECUTION :
The 'Night Fishing' campaign followed the same process as feature-length commercial films. Significant effort was invested to ensure high-quality content, starting with a year-long planning. Its world premiere occurred at Chef Dance, a principal program of the Sundance Film Festival. Before its release, the campaign gained pre-viral traction through various media channels, including OOH and film magazines. Online and offline premiere events featured limited-edition merchandise and special posters inspired by the movie. Following its release, a special exhibition was held at Hyundai Motor Studios nationwide, showcasing a behind-the-scenes film and offering IONIQ test drives.
* Timeline
- August 30, 2023 : Crank-in (Start filming)
- September - December 2023 : Editing & sound design
- January 2024 : World Premiere at Chef Dance, Sundance Film Festival’s principal program
- June 2024 : Official release in theaters nationwide (CGV)
- July 2024 : Won Best Editing Award at the 28th Fantasia International Film Festival
- July 2024 - Present : 'Night Fishing' exhibition at Hyundai Motor Studio
RESULT :
The movie 'Night Fishing' did not use any media budget. Instead, it earned revenue directly from ticket sales. In the competitive K-Movie market, it received great reviews and was even included in Korean Air's in-flight entertainment lineup—marking the first time branded content was featured by the world’s second-largest airline.
1. #1 Audience Occupancy Rate (Surpassing Inside Out 2)
2. 300% Average Ticket Sales
3. 250% Extended Screening
4. OTT Rating No.1 for 2 weeks (Korea's leading platform TVING)
Although the film never displays the vehicle’s full body or logo, the success of 'Night Fishing' generated significant interest in the IONIQ brand itself. Among the MZ generation, the primary target audience, the film inspired the creation and viral spread of related memes and content.
5. 100% Media Coverage
6. 200% Gen Z Search Rate
7. 98% Brand Sentiments
8. 13.7B PR Value
9. 767% Impact Over Previous Campaigns
10. 126% Dealership Visits
11. 155% IONIQ Test Drive
