S1 Gaining Popularity Through CCTV Footage

S-1 Self-Produced Video Surpasses 35 Million Views on YouTube and TikTok
Content Collaborated with YouTubers Gains Popularity Through Word of Mouth on SNS

#. A part-time worker is dancing while cleaning up at closing time in a cafe in Seoul. The dance skills are impressive. Although it was a time when no one was around, the door quietly opened and a customer watched the scene. When the part-time worker turned around, their eyes met and they smiled awkwardly. This scene was captured by S1 CCTV.

Security company S1’s video content promoting its CCTV is gaining popularity worldwide. Within a month, it surpassed 35 million cumulative views on global social network services (SNS) such as YouTube and TikTok, attracting interview requests from famous overseas broadcasters.

According to S1 on the 30th, the number of subscribers to the official YouTube channel ‘Welcome to S1’ increased by 380% compared to the previous year, and views increased by 656%. Especially, video content created in collaboration with YouTubers has become a driving force behind the channel’s rising popularity, with average views exceeding 600,000. The recently viral CCTV video was also made in collaboration with YouTuber ‘Hyokpok’, who became famous as the ‘ITZY Villain’ for dancing to the girl group ITZY’s song. S1 explained that the video was produced to break the stereotype that ‘the security industry is rigid and stiff.’

Although the number of companies using SNS for marketing is increasing recently, successful cases are rare, making S1’s ‘hit’ stand out. Among domestic companies, videos with over 10 million views on SNS are mostly those that released TV commercials such as Samsung Electronics’ ‘Bespoke’ simultaneously on SNS or invested heavily in production costs. S1 achieved 35 million views purely through word of mouth.

S1 explained that since this year, it has been steadily securing fandom by continuously releasing fun and cheerful content on SNS to target the MZ generation (Millennials + Generation Z). An S1 official said, “We will lead the popularization of the security industry by promoting that security services, which once felt distant, are services easily encountered in various parts of our daily lives,” adding, “S1 will continue to present content that the public can enjoy beyond the limits of corporate SNS channels.”