The life of young Korean people is boring. To succeed, they are required to take the same path as others.

Teens compete for prestigious colleges and those in their 20's compete for jobs at major companies and professional fields. For those young Korean people striving for success in the same way, thinking outside the box and taking on new challenges barely exists.

Hyundai Card, a Korean credit card company, wanted to encourage them to live their own life, using its corporate philosophy, 'make break make’.

'Make break make’ means breaking the existing rules by taking new challenges.

Through such, Hyundai Card wanted to break the status quo of the credit card market focusing on those in their 30's and 40's. Its goal was to establish a more intimate relationship with potential customers, the 20's.

We strategically released and spread contents, not advertisements, just like how hip-hop artists launch new songs.

In order to make MC Yupgilosae seem more like a real artist, we used a variety of media. Artist interview videos were uploaded on music sites and YouTube, artist in-depth interviews were released in magazines, and MC Yupgilosae was registered in Wikipedia.

And also we opened MC Yupgilosae’s Facebook page to communicate with 20 yr olds.

Additional contents made specifically for media, which would also be favored by 20 yr olds were created as well to spread the campaign more widely.

We created 16 emoticons for a mobile messenger to be spread and launched the song at Karaoke.

Through using such a variety of media, Hyundai Card was able to intercommunicate with 20 yr olds more holistically and intimately.

The campaign for 2 months was extremely successful with surprising results:

Official M/V views over 5 million.

(The most hits among the videos made by companies in Korea)

15,463,426 people visited MC Yupgilosae’s Facebook page and 38,235 fans liked it.

MC Yupgilosae ranked as the no.1 search word in major portal sites.

Brand preference increased (39.8% to 50%)

Purchase intention increased (44.1% to 54.5%)

Through this campaign Hyundai Card could more widely spread their philosophy, ‘make break make’, but what was more important was that we were able to make young people think in a different way.