It's been a long time since an advertisement made my heart beat faster. This was a collaboration between POSCO and Nexon, and it was a story-type commercial using game graphics. I don't like games very much. But from the beginning, there was a visual question scene full of suspense, so I watched it with anticipation.
" It is a really solid story line, have fun with it. "
Contents Planning
To achieve great victory, steel is most important, and the plan is to save humanity and live comfortably by using POSCO's own steel technology to replace the outdated steel technology of the past.
3 main keywords
The great victory - keywords to describe the iron
Iron - a material that has been essential for survival from the past to the present.
Steel Technology - The leading steel technology of POSCO
A meeting of the artistic sense of graphic design and history
1. Advantages
[ Natural development of the story ]
At the beginning of the story, the message "What is a great victory?" was the natural starting point. The explanation was continued with simple words and simple sentences for the viewers who wanted to hear the explanation, and the important keywords were well explained with subtitles, without damaging the work of the video.
Even if one does not understand at first what the initial plan of the work was or what the explanations were, the work was well planned and directed in such a way that it was easy to understand just the story content and flow.
The target audience of an advertising work is different depending on the type of work. In the case of an advertising work for a brand, it is necessary to specify both known and unknown viewers and target audiences as the target area. In the case of an advertising work for a product, the work is created by specifying a scope for only those targets who are interested in the product.
This work has been created for the brand and has been well explained with a stable development of the story so that all the viewers can understand the brand.
[ This advertising video has been produced to be an accurate visual expression of the main message that it is intended to convey ]
By accurately visualizing the message keywords to be communicated through the story background and direction tools, the audience was able to subtly understand what POSCO's company is for and what its products and benefits are.
For those viewers who found it difficult to understand the content of the video work, or who were uncomfortable with the game graphics, they even showed the delicacy of revealing the brand campaign phrase at the end.
This commercial, which is not a commercial containing the greed of advertisers and producers, but a commercial made for the viewers, expresses detailed visual expressions and even organizes the story.
[ With a very appropriate common theme between POSCO's business and Nexon's game, a collaborative advertising video was produced ]
The main sponsor seems to have been POSCO, and we assume that Nexon did the planning and production. Why did these two companies get together and produce a advertising video for each other?
POSCO's main business was steel, and the game background and the item in the Nexon game " WARS OF PRASIA " were related to steel.
It seems that the two companies met and created a collaborative work to promote the strategic brand to the entire targeted audience, especially the MZ Generation and those in their 30's who are responsible for the future. Of course, the purpose of POSCO's and Nexon's advertising efforts may have been mistaken. Nexon's work would have been aimed at promoting game products, while POSCO wanted work for its corporate brand. But this collaborative work, in which the message and keywords to convey are for POSCO, and the beautiful game graphics and visual performance are for Nexon, accurately expresses the desired objectives of each company and is judged as a work of acknowledged art.
Standards must be clearly defined and well coordinated to avoid harm to both parties in collaborative work.
If the investment in the production of a work is concentrated in a single enterprise, it must be coordinated in a proper way. However, the meaning of joint work will be lost if a problem arises in the planning content of the work.
[ This is a advertising video that has an advanced level of detail and expressiveness that cannot be compared to the real-life advertising video ]
Produced using only game graphics techniques, this advertising video showed details that are impossible to capture in live-action commercials, and it had a visual sense of fantasy that only game graphics can provide.
Of course, there are CG parts that can also be represented in live-action. However, since live-action CG is a blend of real and virtual objects, there are limits to what can be done, no matter how detailed it is. On the other hand, if the whole thing is virtual, there will be less visual interference and awkwardness, and the advantage is that you can be more daring with different representations, which can further enhance the visual emotions of the audience.
The audience may think that an advertisement work made with game graphics is intended to promote game products.
So you may think that it can only be an interesting work for users who are into games, but depending on the marketing of the work, you can control the interest and number of views of general viewers.
2. Disadvantage
[ Can the atmosphere and the colors of the graphic design of the game really appeal to a female audience? ]
Recently, there has been an increase in the number of female game players. The number of female users who prefer to play action-oriented and growth-oriented games instead of cute-and-cuddly games is increasing. But most women still have a negative view of action games.
Looking at the statistics below, you can see that there is a clear difference in the reasons why men and women play games for ranks 1 to 3. However, we can see that "community sentiment" shows similar numbers. If this part had been carefully thought out, planned, and structured so that women would enjoy watching the advertising video, wouldn't it have been a better job?
Of course, with strong male occupations and steel technology unfamiliar to women, POSCO's corporate image is a masculine one. Therefore, its advertising seems to show many scenes designed for men as its main target audience. Wouldn't it have been possible to make the brand more popular by including keywords or scenes that women would like?
The development of the story, the design, the visual expression, etc.
were very well planned and produced.
This may be a perfect score for the execution, but it's going to be interesting to see how the marketing goes from here.
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