[Asia Economy Reporter Seulgina Jo] KT announced on the 7th that it will launch a new type of digital advertising campaign called ‘Y-Drip Cinema,’ in which customers in their 20s directly participate in the production.
Y-Drip Cinema mutes the dialogue at a crucial scene in the advertisement. Viewers can post their imagined lines as ‘comments’ on that scene, and among them, the most creative comments will be filmed to complete the advertisement in the form of a movie.
The Y-Drip Cinema advertisement videos have been posted on various SNS channels, including KT’s YouTube channel. Comments can be left in the comment section of the respective SNS. The final completed version is scheduled to be released in the last week of June.
KT planned this project to provide an enjoyable experience where the witty commenting skills of the MZ generation are realized in actual advertisements, and through this process, to naturally promote ‘Y,’ KT’s representative brand for customers in their 20s.
The first Y-Drip Cinema advertisement video, which aired on the 4th, starred webtoon artists ‘Imalnyeon’ and ‘Juhomin.’
The first advertisement video has two versions: ‘Chimsegye’ and ‘Mindungsan.’ Imalnyeon and Juhomin alternately played lead and supporting roles, creating a structure of opposition that enhanced immersion and the fun of writing comments. Actor ‘Jung Mansik,’ known for his acting skills, appeared as a colleague of Imalnyeon and Juhomin. The production was done in collaboration with Dolphin Kidnap Squad, famous for advertisements such as Canon Gransaga.
Hyunjin Park, Executive Director of KT’s Customer Strategy Headquarters, said, “We planned this project because the MZ generation is active in expressing their opinions and especially freely express themselves and communicate through comments,” adding, “We will continue to expand opportunities to communicate with them through marketing programs that the MZ generation can participate in.”
Meanwhile, KT plans to continue the campaign based on the Y brand slogan, ‘Y that shines as it is.’
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