IU Connects with Fans Through Vintage Phone Call Campaign for Remake Album ‘A Flower Bookmark 3’

South Korean singer-songwriter IU has once again proven her genius in marketing with a unique and nostalgic campaign leading up to the release of her latest remake album, A Flower Bookmark 3.

On June 20, IU shared a mysterious yet captivating image on her official X (formerly Twitter) account. The image mimicked a faded business card featuring phrases like “A-R-S Event,” “Your chance to talk with superstar IU,” and “24/7 available” — hinting at a vintage collect call theme that took fans by surprise.

When fans dialed the phone number printed on the card, they were greeted by IU’s voice saying, “Hello? It’s Ji-eun. I have something urgent to tell you. Please take my call.” Upon choosing to continue the call, IU’s voice added, “Thanks for picking up. I want to sing a song for you. Please press a number between 1 and 5.”

Each number allows fans to preview a different highlight track from A Flower Bookmark 3, IU’s third installment of her beloved remake series that reinterprets timeless Korean classics. The interaction left fans delighted, with many calling IU an “idea genius” and commenting how the concept made them smile.

The unique campaign, infused with emotional appeal and personalized experience, runs until June 27 — the release date of her new album. A disclaimer added to her post informed fans that high call volumes could cause connection issues, and additional charges could apply based on individual mobile plans.

IU first launched the remake album series with A Flower Bookmark in 2014, followed by A Flower Bookmark 2 in 2017. Each album has showcased her ability to bridge generations through music, and A Flower Bookmark 3 is expected to continue the acclaimed tradition.

The full album will be available on all major streaming platforms starting at 6 PM KST on June 27.