Samsung camera was absolute no.1 in the ‘compact’ market of Korea. However, a very powerful rival appeared in 2011. It was Smartphone. The penetration rate of smartphones rapidly increased in the market of Korea, where the change in the trend of IT equipment is the fastest.On the other hand, the sales of compact camera started to drop, with other IT equipment, such as MP3 and PMP.

Our main target audience was young woman. (20 - 30's age range)We had to attractively represent the new, diverse usages of this product to consumers. Moreover, a powerful content was needed which can penetrate the touch point of media, which is explosively emphasised by young consumers on TV, Internet and Mobile.By the way, what are their interests? What Information did they search online last week?It was:-movie contents (75%) -weather (64.3%) -fashion (60.2%) -financial (58.6%) -music (49.4%) Therefore, we made a romantic movie, and a specific movie marketing strategy was planned, focusing on movie theatres.

The Intermovie was viewed by 8m people at the theatres, on the Internet and on their mobiles. A similar number of people watched Avatar, which was the best box office hit in 2011.The PR effect translated into a result of ₩1.8bn, and recorded the best sales by the shortest term by selling 60,000 cameras in Korea only in 2011. It was chosen as the Best Hit Camera in 2011.

The market share of Samsung cameras in February 2012 was recorded as 56% for the first time in this campaign.