As premium card benefits are reduced, members are no longer feeling merit about premium cards and their complaints are growing. The goal was to restore relationships with the members who estranged from us in a special way, rather than the ordinary benefits, such as an annual fee discount. We wanted it to be an entertaining experience that can be done only with Hyundai Card.

We decided to use a film, the most entertaining and favored content. We created 4 short films with the theme about 4 premium cards of Hyundai Card, , , , and . The film made a big issue with the special screening and pre-sale sold out at the Busan International Film Festival. For example, he sneakers of the characters in the film were re-created in reality as a limited-edition sneaker that can be bought only by the Green members collaborating with the artist Coco capitan.

Nowadays, it is common for people to show off and share their offline experiences in the digital world. As SNS photos are an indicator of consumption trends, 'being Instagramable' has become an important component of global marketing. As Instagram is becoming an indispensable channel in various industries such as travel, shopping, and exhibitions, our campaign connected with the channel closely. Every element recreated in reality from the film was attractive enough to draw the attention of people and make them want to show off in digital media. Allowing our members to experience the film in real life through the elements such as limited-edition sneakers that characters wore in the film, the Red Door Bar where scenes in the film reenacted, the Purple dishes in a real restaurant is an exceptional benefit that can be offered only by us.

1. April 2019 ~ October 2019: Film ‘Believe it or not’

Created 4 short films with the theme about 4 premium cards of Hyundai Card for 6 months and simultaneously planed outdoor promotions linked to the films.

2. The Film was invited to the 24th Busan Int'l Film Festival, screened 2 times, and released on video streaming and OTT channel sequentially. Simultaneously promoted each promotion through digital media channels such as YouTube, Facebook, and Instagram, and engaged those with target consumers.

3. October 2019-November 2019: Promotion and Viral

Vinyl & Plastics in Itaewon operates a showroom 10.5-20 and sold limited-edition sneakers exclusively to the Green. For the Red members, we opened a secret Red Bar. The Purple Plate can be ordered only by the Purple members from 10.1 to 31 at L’amant Secret Restaurant.

Movie tickets were sold out at Pre-Sale of Busan International Film Festival. Digital contents achieved 21,379,799 views in total. 300 pairs of green sneakers were sold out only in 45mins. Inquiries for application were flooded to enter the Red Door Bar. Requests of the Purple members to extend the event were continued.

Since the campaign has been executed, the brand awareness of the Hyundai Card rose by 81.7%, and the number of people who wanted to join the Hyundai Card increased by 75.8%. Our members have found loyalty and intimacy with Hyundai Card, and others who can't afford this special experience even if they were willing to spend their money have envied our members.