South Korea is the country of Samsung, given its status as a Korean brand.

Since smartphones entered Korea, Galaxy’s market share has never fallen below 70%, forcing the iPhone to settle for a consistent market share in the 10% range throughout.

Apple thought about breaking the cycle of the dominance of Galaxy in the Korean market, and the key was the young generation in South Korea.

Unlike the older generation, they were still forming brand loyalty, sensitive to trends, avoiding established norms, and, above all, had high CLV (Customer Lifetime Value). Perhaps targeting the younger demographic could be the solution to breaking the generational 'cycle of Galaxy.'

And the answer to that could be found in the music videos of K-pop artists.

The muse for this campaign was NewJeans.

They are currently the hottest KPOP group in Korea, not only ranking first on Billboard but also being selected as the most stylish people of the year by The New York Times, and actively serving as a global ambassador for luxury brands such as Chanel, Gucci, Dior, etc.

Each member stands out as trendsetters and opinion leaders among the young target audience.

Generally, KPOP music videos typically employ high-performance equipment, but we made the official music video for their new song, ‘ETA,' shot exclusively with an iPhone.

While shooting a KPOP music video, we conveyed the iPhone camera's aesthetic color tones through the footage, demonstrated the Action Mode's performance in capturing stable shots even during intense dance sequences, and highlighted Apple's intuitive and simple UX/UI, and showcased the convenience of FaceTime. Without mentioning a word.

The young generation tends to avoid advertisements, but paradoxically, they are passionately enthusiastic about cool and entertaining digital content. Rather than relying on one-sided claims about the product in ads, we decided to focus on creating content that young people love.

The primary goal in targeting the young audience was to achieve a powerful viral spread. We strategically diversified our media channels from platforms like YouTube and META to large search engines, utilizing various formats including long-form and short-form content. This ensured coverage across different platforms, aligning with the smartphone usage patterns of young target throughout the day.

By transforming the advertisements into music video content, they were naturally exposed to numerous fandoms through NewJeans’ own channels.

Even after the ad campaign ended, the content continues to be consumed, ensuring that as long as NewJeans remains popular, interest and awareness of the campaign created through Paid Media will not diminish.

In Korea alone, the media expenditure totaled approximately 5 billion KRW(about $3.7 million), divided significantly between TVC and Digital platforms.

During the early stages of the campaign, we utilized TVC and YouTube Mastheads to secure and operate on platforms that could deliver the most impactful exposure.

Once we captured initial attention, we actively targeted the NewJeans’ fandom and geeks with a keen interest in electronic devices, re-targeting highly responsive users to achieve repetition and imprinting within a short period.

While it’s true that we have effectively executed our strategies, the truth is, we have operated media more efficiently than anyone else.

Thanks to this highly attractive music video, the music video continues to be showcased and exposed through owned media channels, even at this point where model contracts and ad executions have concluded.

This ongoing visibility suggests that our campaign could potentially be one of the longest-running advertising campaign.

As part of Apple's SOiP project, the ETA of NewJeans was released in August 23, and as of January 24, it’s still charting on major charts worldwide, including the Billboard.

The official music video for ETA on their official channel has garnered over 60 million views and more than 30,000 comments, making it a tremendous hit.

NewJeans’ SOiP project went beyond mere marketing effects; it turned using the iPhone into something sophisticated, cool, and trendy. Furthermore, it evolved into a societal phenomenon and a syndrome. Naturally, market share(M/S) surged explosively, particularly among the younger demographic of 2030, skyrocketing from 30% to 60% in just a few months. Furthermore, sensing such effects, Apple expanded its campaign beyond Korea to countries such as Japan, Thailand, and even the United States.

As a result, in January 24, Apple's iPhone surpassed Samsung's Galaxy, reclaiming the top spot in global smartphone M/S.