About four years ago, while RSi was in the process of research on advertising works, a question was raised. "There are four types of commercials that companies must produce. Large companies are able to create them because they have a large marketing budget, but how can small and medium-sized companies create highly efficient advertising works?". This work is the answer to the question I asked. That's how I found out. Is there a need for us to produce different types of ads? Can't we just do it by integrating them together?
"Big companies are moving to increase the efficiency of working to advertise."
Contents Planning
The advantages of the ZIC are very strong
Yoo Gong
SK enmove created the ZIC
Dongwook Lee
"The end of their violent confrontation is finally one"
2 main keywords
ZIC - No.1 Motor Oil Brand in Korea
Helping people who care about their cars to get more out of driving,
ZIC for datacenter
(server heat -> cooling heat to save energy)
SK enmove - A company that is making ZIC a reality
Well done! Advertisement for SK Nmove, an energy saving company that uses ZIC to save energy.
1. Advantages
[ Brand Power Kills Two Birds ]
By frequently mentioning brand and company names, he directly expressed that ZIC's strengths and technological capabilities were created by SK enmove.
Such a simple statement can be made due to ZIC brand power, which has already reached a top position, and therefore a strategic advertising project can be created, which can fully inform SK enmove, which created ZIC brand.
It is an important strategic plan for the growth of a company and can move the value of a company. When a brand becomes powerful, the brand can lead a company and create efficient integrated advertising works like this one.
Do you have a clear sense of the importance of brand promotion?
[ Post-production technology that is simple yet detailed and sensual ]
Despite the lack of scenes with a strong visual impact, the post-production made the logo disappear with detailed and sensuous letter movement effects and natural screen transitions in a natural artistic style and a suitable template (can be made by yourself). The sensory work done by using was very excellent.
Especially when the logo fades out, the actors' acting skills and the post-production team's cooperation are required.
Sensual scenes are scenes that cannot be produced spontaneously in the scene. It may be a scene that is a reflection of the author's deep thoughts or a deliberate direction by the general planner of the original work.
[ With detailed direction, the strengths of the company and brand were artistically portrayed. ]
You can see the artistic production and expressiveness by looking at the direction of the two actors and the background when explaining the strengths of a company and a brand in each scene. The composition of the shot and the expressiveness of the actors were well drawn like a painting, from the scene where you lie down on a street bench and get up when a car passes by, to the scene where an electric car passes by on a quiet street, to the scene that directly expresses the advantages of a data center.
You can feel four different production moods by setting the tone
of the entire work in black and white.
1. You can feel that there is a flashback to the past.
2. You can have the feeling of the message of the dream of the object.
3. The dark art can be felt.
4. You can feel a bad situation
2. Disadvantage
[ If the main scene had been given a strong point, how would it have looked? ]
The advantage of the black and white color is to create a heavy, masculine and strong directorial expression and create a feeling of confidence, but there is a big drawback.
The big disadvantage is that the object you are trying to express cannot be seen while you are in the process of concentration. Just as in the first scene, the presence of a product is only revealed after multiple viewings by aficionados of commercials or visually sensitive audiences. Furthermore, young people who do not know the ZIC brand and the firm SK Enmove, people who are not interested in advertising, and consumers are going to feel that it is a very difficult advertising work.
Naturally, the only color in this work is SK enmove's logo color.
One could say that this is a strategic point to highlight the company, but the logo is shown for a short time and has a low impact, so the overall feeling
of the piece is very heavy and stretched.
[ The ability to plan the message was unique, but did it get the right message across to the viewers? ]
ZIC is a brand and product developed by SK enmove, as explained in the paper. This means that they cannot compete or be discussed with one another.
But looking at the lines and actions expressed by the actors in the works, we see that it is presented as a competitive relation. Of course, the strategy of creating curiosity through a unique style of direction and presentation may be great, but in the Korean advertising market, some audiences are still hostile to commercials, which makes a work that demands deep understanding seem greedier.
[ What about the advertising value of such a deeply artistic work of art? ]
This work has ZIC's strong brand power, so car users can recognize the advertising value just by the power of the logo. Moreover, this advertisement is even more brilliant because it was modeled on Gong Yoo and Lee Dong-wook, the main characters of the popular Korean drama "Goblin".
However, if you take a closer look at the work, even though it is a brand advertisement, ZIC and SK enmove are buried in black and white. Only the images of the two actors are visible visually. Obviously, the message about ZIC and SK enmove is still conveyed, but because this is a commercial, the aural impact cannot exceed the visual impact. In the end, I think that although it was artistically excellent, it was a work that lacked the quality needed to advertise.
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