A Spaceship Invades Seoul, Automobile Advertisement

The spaceship made an emergency landing. It penetrated into the roof and emitted smoke and light like starting to take off so now it can move to the middle of main city. That was the spaceship's invasion but citizen who looked it felt fun than fear. Because it was the advertising event of cell phone. It was really different from other events because it was directed by Pantech & Curitel's cell phone "SKY" which always emphasizes the difference with its advertisement "It's different".

Not Sky But Space
"SKY", because of its meaning literally, made us feel that it is the somewhat leading brand. It is the brand that has fixed maniacs and user community on Internet. Release of "Shooting-Star cell phone" made maniacs have more interests but this time it was not sky, but space.
Shooting-Star was designed with a concept of spaceship. Searching for the way of maximizing the effect of ad from off-line promotion is the car's ad for "Shooting-Star remarkable".
The ad projected by like it penetrated into the car's roof was street event for 3 weeks 10 days. It was done in the main location of Gangnam, Apgujeong, Hong-ik university, Myeong-dong(They are the main streets of korea).
Kim Mi Jin, an assistant manager in R&B System, who was in charge of making and proceeding the ad said "The concept of ad was a benchmarking from the Nike's ad which was the scene dropped the soccer ball to the car and developed some cases occasionally done before.
And there were no big difficulties because model spaceship was simple style made by FRP but a little difficult that we had to direct it on the spot because it was an event ad so had to stop model car and direct on the spot. And we had a physical difficulty than technical matters because we had to insert a source of light to inside model through LED in a week.

Follow-up Storm Using UCC on Internet
Bloggers, a hand with digital camera and a hand with cell phone, who make blogs constantly based on their daily life can't miss this "Shooting-Star remarkable".
Taking a photo of model car on the spot is like catching a giant fish. That specially short movie about this event was made as a UCC posted on blogs and portal sites. It was the motive power making this event succeed. And after finishing the ad on the spot, some people who watched it through UCC are talking about it so we can say there is a follow-up storm on Internet.
After first ad, Kim Mi Jin said "we got the good reaction after first ad because people was talking about it as a hot UCC in the internet so decided to add two weeks more. Not a just ad but it gave fun to people so the way which was reproduced in the internet could maximize its effect. In other words, it accomplished well with buzz marketing through UCC.

Bring Back Spoon from a Well-made Table
Hwang Jung Min who got the winner of man actor in the Blue Dragon Film Awards 2005 said "I really thank you for the big prize even if I just picked up a spoon and chopsticks from the well-made table." and then his words became the issue. Suddenly I say about movie award because his words are similar to this ad. Of course, it's against his words. there is no spoon and Hwang Jung Min.
This ad totally doesn't mention the brand name of "Pantech & Curitel", "SKY", "Shooting-Star". In other words, intentionally, it doesn't include the brand name. Their ad tried to make people recognize the name of brand through reminding. It was the way for people to think about the brand name. It was totally different from normal way that gives all product information.
It is the ad that has an active way for people to search and remind the brand name, not just the ad which just gives all product information. This ad's purpose is giving the strong impression to people who meet it. "Shooting Star remarkable" ad seeks more strong effect through the way of not mentioning any brand names.