Developed by Andrew Berglund, Cheil’s executive interactive creative director, and global interactive director Tschaik Sanggill Lee, in conjunction with Amsterdam-based digital agency ImKon, the campaign is primarily aimed at females between 16 and 30.
The designated microsite, Twinsbecomeone.com, features a commercial using human form to represent the handset, which operates as an MP3 player on one side and a mobile phone on the other.
Berglund said the campaign was designed to attract potential consumers while building brand affinity with existing customers.
The microsite encourages visitors to experience the phone’s different functions in an interactive digital environment, while providing a limited number of users, upon registering, with the opportunity to download a phone widget enabling free VOIP calls and SMS messaging.
Explaining the decision to target a female audience, Berglund said the wide choice of handsets in Korea meant that a gender-specific approach to marketing was often effective. Other competitors to the F300 include LG’s Prada Phone, Nokia’s Tube, and HTC’s Touch.
Research had indicated that the F300’s design appealed chiefly to young women, he said, noting that free calls would be well-received by a group that placed such high importance on social networking.
The 54-second online sequence features two young women, identical except for their eye colour (purple and emerald green), and their attire, who perform an enigmatic dance to a slightly eerie melody in a purple space. The spot ends with the women leaning in toward each other as if for a romantic embrace.
“The campaign’s challenging sexuality will appeal to a modern female audience,” said Berglund.
Commenting on the featured model, who plays both women, he said: “She encapsulates a new fashion and represents a somewhat surreal, dynamic spokesperson.”
