Busan International Film Festival 2024
TVING Brand Marketing Campaign
TVING's 1,000,000 CAD (1B+ KRW) integrated marketing campaign at Korea's most prestigious film festival. The project included a 1week brand popup in Busan, VIP lounge takeover with celebrity activations, and an exclusive hip-hop party showcasing TVING's cultural influence in Korea's film and content industry.
My Role – Director of Marketing & Design
As Brand Marketing Team Manager, I led the entire campaign from strategic planning to execution (B2B, B2C, IP Activation). I managed the 1,000,000 CAD (1B+ KRW) budget, directed all creative touchpoints including popup space design and celebrity content production, and orchestrated cross-functional teams to deliver a cohesive brand experience that positioned TVING as a key player in Korea's entertainment ecosystem.
VIP Reception & Celebrity Marketing
The campaign secured exclusive brand exposure and visibility through the industry-first commercial pioneering of the BIFF Opening Lounge sponsorship. Operating an exclusive GlamBot Photo Wall captured dynamic slow-motion footage of domestic and international celebrities, generating highly viral content and maximizing online buzz across social media platforms.
B2C Pop-Up Activation
The project operated a large-scale IP-driven pop-up in Haeundae's prime commercial district, delivering immersive content experiences to visitors. This activation successfully expanded customer touchpoints and strengthened overall brand awareness throughout the festival period.
IP Launch Concert Marketing
In conjunction with the launch of TVING Original series Rap:Public, the campaign hosted a hip-hop party featuring renowned artists. Integrated influencer marketing campaigns generated significant buzz across online and offline channels, effectively driving content viewership and audience engagement.
