ID10100 is the title of web project which combines ID with 10100. ID represents identity and 10100 means binary scale of "20" and symbolises digital code. Samsung is communicating with young audiences in their 20s through ID10100 by providing them with online playground in which they can share their thoughts and ideas since 2000 with a great success. ID10100 is an interactive communication campaign planned elaborately to build mutual understanding between next generation in Korea and SAMSUNG. Bring deeper preference of Samsung brand features to the next generation. Samsung is acclaimed as the best company to work for and most profitable company in Korea but considered cold-hearted and too businesslike to young people. To overcome these negative images of the company, the emotional approach is suggested on their favourite communication channel. Foster greater intimacy by using Internet. -Introduce "digital storytelling" as a way of interactive communications - Establish the platform of mutual understanding between next generation and Samsung, adding new and fresh strengths to amplify the Samsung brand message. Having been successfully delivered a consistent message "What is a true digital Identity for 20s?" through mixed communication channels such as Internet movies, internet communities, sound tracks, publication, offline events, and conferences based on the results of life style survey of the target. Held social contribution programs such as the "Experience the blind's life with Samsung guide dogs" giving 20s the experiences of Samsung's corporate culture. Played a pivotal role in supporting Samsung brand's marketing and PR activities with customised contents for next generation, resulting in remarkable increase in brand preferences. Pioneered in the Internet ad movie, a part of the greatly successful integrated interactive campaign, influencing other companiees or organisations to follow the ad's prototype to communicate with next generation.