Short-form and Long-form Videos Produced by Advertising and Public Relations Students Gain Popularity
"Yes, that English mother is talking about sweet pumpkin~." A middle-aged woman loudly sings into her phone. Kim Gyotong, a new employee, sits between two men with their legs spread wide, enduring a 'leg-sweeping' attack from both sides. This one-minute video of young Kim Gyotong facing hardships on the Busan subway has become hugely popular.
The video content produced by students from Dongseo University, commissioned by Busan Transportation Corporation, is capturing the attention of subway users in a way completely different from the government-controlled campaigns of the 'Dae Han News' era.
The Melting Brain team from the Department of Advertising and Public Relations at Dongseo University (President Jang Jeguk), as part of the IFS class, collaborated with Busan Transportation Corporation to create a campaign themed 'Subway Etiquette.' They produced one long-form comedy advertisement and four short-form videos.
The long-form video, created by four students?Kang Bomin, Kang Soyeon, Kang Jeongeup, and Bae Jeonga?is being showcased not only on the official YouTube channel of Busan Transportation Corporation but also on the destination guides and DIDs inside Busan Metro stations.
The short-form videos were posted on the official Instagram account of Busan Transportation Corporation and, for a public campaign video that usually doesn't attract much attention, they have garnered about 2,000 views, receiving a positive response online as well.
The completed videos have received positive feedback from Busan Transportation Corporation employees, and many subway users have commented that the ads deliver the message in a fun and effective way.
Kang Bomin said, "Thanks to this project, we were offered another collaboration with Busan Transportation Corporation next year, which is very rewarding."
She added, "Since we filmed on a reserved subway train, it was a large-scale operation, but it was a valuable experience that allowed us to systematically oversee the entire advertising production process from planning to production and editing, and to develop practical skills."
The production team members shared, "It was a meaningful experience that gave us hands-on advertising production experience through a large-scale collaborative project, and also helped us realize the importance of communication with actors and companies, as well as efficient teamwork."
Jaengah Bae (Department of Advertising and Public Relations, Dongseo University, from left), Jungeup Kang, Soyeon Kang, Bomin Kang.
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