Wi-Fi Poster (CJ Entertainment)





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Published on Mar 8, 2013

Our client, CJ Entertainment, is the largest film distributor in South Korea. Much of their huge marketing budget was being spent on massive poster campaigns targeted at young moviegoers, but conventional posters seemed to have little, if any, effect on the choices of the smartphone generation. What would be the most effective way to reach out to them?

The client did not request changes to our media plan. There was no need to, since all we needed to do was install Wi-Fi devices on the existing poster billboards. We also made sure the new campaign was hassle free. Unlike advertisements with QR codes that require the consumer to first download a mobile app then scan the code, the Wi-Fi poster connected the poster to the mobile device by simply tapping the Wi-Fi network menu. The name of the Wi-Fi network matched the film's title, and tapping that name opened a pop-up with links to Full HD trailers, promotional events and online box offices.

Wi-Fi poster increased the film's official website traffic by 28.5%.
Time spent on the websites by Wi-Fi poster visitors was 5 time longer than regular visitors'.
The Wi-Fi Posters translated into actual numbers. Each access point recorded the tally of wireless connections made, how many of them led to page views, and ultimately to on-line ticket sales.

- Chief Creative Officer / Jeongkeun Yoo / Cheil Worldwide
- Executive Creative Director / Thomas Hongtack Kim / Cheil Worldwide
- Creative Director / Yongmin Seo / Cheil Worldwide
- Art Director / Seokjin Shin / Cheil Worldwide
- Copywriter / Songha Lee / Cheil Worldwide
- AE/ Sungwook Kang, Hyungwoon Kim, Sumin Han / Cheil Worldwide
- Media Planner/ Jinju Lee, Jaewon Lee / Cheil Worldwide
- Engineer1 / Yunho Choi, Sejun Jeong, Chungyo Ha / Opener
- Engineer2 / Hyuncheol Cho / H9works


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