Author: Nantha

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

The Night Fishing Pop-Up Exhibition

Exploring the Unseen Behind the Movie

Amid a stagnant box office, a new format of movie has been released. Titled “Night Fishing,” this film was created under the concept of a “snack movie.” Through ingenious ideas and conceptual planning, it has attracted not just 46,000 moviegoers but also the attention of globally acclaimed film festivals.

• The film “Night Fishing” has been a box office success, offering a unique visual and immersive experience
• The Night Fishing pop-up exhibition recreates the world of the movie, offering an experience from the vehicle’s point of view and allowing visitors to become the movie characters
• The Night Fishing pop-up exhibition provides the joy of delving deeply into the movie, extending beyond its 13-minute running time
• Building on the strong impression of the Night Fishing exhibition, a dedicated experiential space for the IONIQ5 offers a comprehensive vehicle experience

ISSUE DISCOVERY

Analyzing selected marketing topics.

Machine Customer

The New Customers Emerging in the Era of AI

AI is already reshaping our lives, is expected to exert significant influence in the future. This technology will trigger the emergence of a new type of customer – the ‘Machine Customer’, bringing transformative changes to the market in the era of AI.

• As machine customers evolve, human intervention decreases, leading to greater machine autonomy
• Despite being in its early stages, the current utilization of machine customers by brands offers a glimpse into their future potential
• Machine customers make purchases based on data-driven efficiency and logic rather than emotional satisfaction
• Machine customers require a different approach from human customers

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Paris 2024 Olympics

The Paris 2024 Summer Olympics, an event that generated significant excitement even before its grand opening, has finally kicked off. The world now watches as the Olympics unfold in the romantic city, highlighting new themes of sustainability and inclusion. Let’s explore how global brands are celebrating the Games with their campaigns and creatives.

• Iconic landmarks, forming the familiar look of Paris as everyone around the world knows it, became motivations for various campaigns
• Some brands have reinterpreted their slogans to capture the spirit and values of the Olympics
• Unique campaigns utilizing animation techniques and characters stood out
• Some campaigns highlight the Olympic spirit and values from a fresh perspective, reflecting the evolving values of our time

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Listening Spaces for Complete Immersion

The number of people seeking deeply immersive and rare experiences beyond simple pleasures is increasing. As a result, places that were once popular only among enthusiasts have recently emerged as unique experiential spaces.

• Concino Concrete ― ① a Building that is a Giant Stereo Itself
• Music Space Camerata A Gathering Place for Artists Led by Music
• Modern Cloister Optimal Sound for any Genre
• Audeum Audio Museum Collecting 150 Years of Audio History

ISSUE DISCOVERY

Analyzing selected marketing topics.

Marketing 6.0

With the emergence of digital natives, Generation Z and Generation Alpha, the digital realm is undergoing significant transformations. They are not just enjoying content online but seeking more immersive experiences by engaging in various interactions, transcending both digital and physical spaces. Marketing 6.0 emphasizes the importance of brands offering immersive experiences that seamlessly bridge the real and virtual worlds.

• Definition of Marketing 6.0 and Metamarketing
• The Building Blocks of Marketing 6.0
• The Technological Enabler Layer
  Five Advanced Technologies Powering Metamarketing
• The Environment Layer: Extended Realities and Metaverses
• The Experience Layer: Multisensory, Spatial, and Metaverse Marketing

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Cannes Lions 2024

The Cannes Lions International Festival of Creativity,
one of the world’s biggest and most prestigious festival of creativity, took place on June 17th in Cannes, France

• Campaigns highlighted women who are still abused around the world just for their gender
• Football, one of the most popular sports globally, was a prevalent theme in creative campaigns
• Diverse attempts were made to shed light on socially vulnerable groups and increase their quality of life
• We must always remember the sacrifices of the past that laid the groundwork for the freedom we enjoy today With

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

University Festivals of Today’s Youth

University festivals, which reflect students’ concerns and interests, are key to understanding Generation Z. By exploring recent university festivals, let’s delve into the identities shared by today’s young people.

• Dedicated to a Clear Concept! Branding University Festivals
• Our Unique Ways of Communication Meme and the Otaku Culture
• Today’s Youth: Uncompromising Even at Festivals

ISSUE DISCOVERY

Analyzing selected marketing topics.

Overcoming the Limits of Performance Marketing

The boom in e-commerce has ushered in the golden age of performance marketing, enabling brands to easily track and measure customer reactions to their marketing activities. However, the growing dependence on performance marketing, with its focus on short-term results, raises concerns about the neglect of brand strategies that require long-term management. As the world becomes inundated with online ads and competition intensifies, capturing customer attention has become increasingly challenging. Additionally, stricter regulations on the use of cookies have made sophisticated customer targeting more difficult, reducing the effectiveness of performance marketing. Let’s explore various solutions to overcome the limitations of performance marketing.

• Data-Driven Pitfalls of Exclusively Relying on Performance Marketing
• How Can Brands Integrate Performance Marketing with Brand Marketing and Enhance Their Strategies?
• Begin with Brand Marketing
• Measure and Monitor Short and Long-Term Effects of Marketing Activities
• Distinguish Performance Marketing through Creatives

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

FOOH

Fake that looks authentic, authentic that looks fake.

A reality that seems nonsensical yet somehow possible is unfolding before our eyes.
This is the common reaction of those who have seen fake out-of-home (FOOH) advertising, a newly emerging trend in out-of-home (OOH) advertising.
Let’s take a deep dive into FOOH, which blurs the line between authenticity and fabrication.

• Reality or Fantasy?
• The collaboration of advances in computer graphics technology and humanity’s ingenious ideas led to the birth of FOOH advertising
• JACQUEMUS, L’OREAL, Barbie, Metropolitan Films, Nongshim, KB Kookmin Bank

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

The Buddhism Expo,
Reaching the Nirvana of Hipness

Buddhism is repositioning itself as an engaging and trendy religion, breaking down barriers of traditional reverence. Against this backdrop, let’s explore the ‘2024 Seoul International Buddhism Expo,’ emerging as a must-visit destination.

• Seoul International Buddhist Expo:
  Even Catholics Left Work Early to Visit
• Bustling Humanity in a Secular World Permitted by Buddha
• When Religion Becomes Culture and Buddhism Becomes Fun

ISSUE DISCOVERY

Analyzing selected marketing topics.

Intergenerational Marketing

Shifting Focus to Intergenerational Strategies Over Generational Approaches

In the world of marketing, where precision targeting is essential, the conventional approach of categorizing consumers into distinct generations has been prevalent. However, since individuals within similar age groups often exhibit significant variations in experiences, assuming homogeneity within a generation has its limitations. With this trend expected to continue, now is a great time to consider adopting intergenerational marketing strategies

• Intergenerational Marketing
  Shifting Focus to Intergenerational Strategies Over Generational Approaches
• History of Generational Categorization
• Why Generational Divisions Require Caution
• Generations Coexist
• Brands’ Approach to Generational Integration

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Total Solar Eclipse 2024

On April 8, North America witnessed a total solar eclipse as the Moon passed between Earth and the Sun, temporarily obscuring our view of the Sun. This event captured significant attention, with CBS analyzing that the solar eclipse could generate a financial boost of up to $6 billion (approximately KRW 8,118 billion). Let’s explore how different brands seized this once-in-a-lifetime celestial event as a marketing opportunity.

• Brands named after celestial bodies capitalized on the solar eclipse as a marketing opportunity
• Brand campaigns that enhanced the experience of observing the eclipse, drawing from each brand’s specialized area of business, were particularly noteworthy
• Efforts to tap into past solar eclipse-related incidents brought joy to consumers
• Attempts to expand brand assets through a series of connecting links caught our attention

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

The Exhibition for British Art Design Group “Hipgnosis” Presented by Korea’s Hippest Groundseesaw

In the world of exhibitions, Groundseesaw has become a household name. As some jokingly remark, you are not a millennial or Gen Z if you haven’t heard of their exhibitions. Groundseesaw’s offerings are renowned for their hip appeal among younger generations. Let’s explore the latest trends the platform is spotlighting through its current exhibition titled “Hipgnosis: The Long Playing Story” and sit down with the exhibition director to gain insights into Groundseesaw’s projects, perspectives, and future directions.

• A Place Where Everyone’s Inspiration Becomes Real
• Endless Imagination Within a 12-inch Square
• Stories That Are as Intriguing as Their Artworks
• A Fusion of Artistic Content of Mixed Genre Catering to Knowledge Enthusiasts and Korea’s Hippest Entity

ISSUE DISCOVERY

Analyzing selected marketing topics.

MOMENT MARKETING

Case Analysis & Boosting Timeliness Using AI Tools

Brands often seize the hottest trends or events to initiate moment marketing campaigns. This strategy not only proves cost-effective but also provides an ideal opportunity to elevate brand awareness and position the brand as trendy. Through case studies, let’s delve into the applications of moment marketing and explore methods to enhance timely relevance using AI-powered tools.

• What is Moment Marketing?
• Moment Marketing Case Study
• Enhancing Timely Relevance Using AI Tools

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

SPIKES ASIA 2024

The 37th edition of the largest regional creativity festival in the Asia Pacific region, ‘Spikes Asia,’ took place in Singapore in March. This year, the event welcomed a new gaming category, while creative entries that struck a chord across the diverse cultures of the APAC region garnered considerable attention and recognition through awards

• Creatives that demonstrated the fusion of ideas with data in simple yet impactful ways garnered significant attention
• Creative campaigns that invited everyone to easily participate and enjoy through games and social media platforms emerged as winners
• Campaigns that directly alerted consumers about the importance of sustainability in the ecosystem received positive responses
• Creative campaigns that created new experiences around sound brought joy to consumers

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Thematic Libraries

Libraries are changing. They have evolved from places merely for the purpose of reading and borrowing books, into spaces that use books as a source for new experiences to enjoy. Let’s visit some of the libraries emerging as must-go places for Generation Z and Alpha, focusing on themes tailored to their preferences.

• Pursuing a cool relationship with Subculture Bookstore Graphic
• A Sophisticated Reading Experience: SOJEONSEOLIM
• Harmony of History, Space, and Content The Forest: Choso Chaekbang

ISSUE DISCOVERY

Analyzing selected marketing topics.

Brand Fame in the Digital Age

Significance of Brand Fame in the Digital Age

Regardless of how creative or innovative a digital campaign may be, its effectiveness hinges on its ability to captivate the attention of the public. So, how can brands encourage the public to willingly share their brand stories and amplify awareness? Let’s delve into the concept of brand fame and explore strategies for crafting viral digital campaigns.

• What is Brand Fame?
• Importance of Brand Fame
• Ways to Achieve Virality
• Examples of Campaigns that Successfully Fostered Brand Fame
• Potential Use of Brand Fame in the Digital Age

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Super Bowl LVIII(58) Marketing Trends

The Super Bowl, the annual championship game of the National Football League (NFL), stands as one of the most intense and popular festivals in the United States.
On February 11, the 58th champion emerged in the vibrant city of Las Vegas.
This year’s Super Bowl captured unprecedented attention, boasting the highest viewership numbers since the historic Apollo 11 Moon Landing 55 years ago.
The surge in consumer interest also significantly impacted the Super Bowl advertising landscape, prompting brands to engage in marketing initiatives through diverse ways.

• Touching and Emotional Ads
• Superstars Go Into Action
• Celebrity Impressions
• Targeting Female Gen Z
• Screen Wrap Ads
• Pop-Up Marketing

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Wide Spectrum of Media Art

Are there any boundaries to the evolution of media art? Media art is seamlessly integrating into our daily experiences, from grand landmarks to restaurant tables.
Let’s delve into the diverse applications of media art.

• Expansion of Spatial Imaginations Led by Media Art
• Be Unusual, a Show Staged on Restaurant Tables
• Inspire Entertainment Resort’s Aurora, a Mesmerizing Sky
• Transforming Media into Architecture or Architecture into Media: MSG Sphere

ISSUE DISCOVERY

Analyzing selected marketing topics.

Building Trust Through Promise

2023 was a year marked by heightened uncertainty. Amidst this growing uncertainty, consumer trust in brands is eroding. To forge a resilient and attractive brand identity, brands must build trust. This involves crafting distinctive promises, effectively communicating them to customers, and steadfastly delivering on these commitments.

• A ‘Promise to the Customer’ Facilitates a Brand’s Trust-Building
• Brands That are Making Attractive Promises to Customers
• Attributes of a Promise to the Customer and Alignment with 4Ps
• Ways to Design a ‘Promise to the Customer’ and Key Considerations

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Advertising on the Sphere

The advances in media art technology are ushering in a new golden age of out-of-home advertising.
The MSG Sphere, boasting the world’s largest advertisement display with the highest resolution, represents the pinnacle of the evolution of digital out-of-home advertising.
Let’s explore creative campaigns delivered by an unprecedented dome-shaped screen without a single edge.

• Immediately following its launch, advertisements promoting key sports seasons were displayed on the Sphere
• The Sphere is rising as the most optimal media for game advertisements by providing a hyper-realistic sense of immersion
• The Sphere even transformed into a giant snowball during the Christmas Season
• The teaser for the Galaxy Unpacked event aligned product features with the unique characteristics of the Sphere and its background, delivering a compelling message