Kt (korea Telecom) Case study The Life Saving Tv Project by KT

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The Life Saving Tv Project

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Industry Telecommunications Services
Media Case study
Market South Korea
Agency KT
Released April 2015


Spikes Asia, 2015
Media Media: Digital & Social: Use of Other Digital Platforms Silver Spike

Credits & Description

Media: Media: Digital & Social
Category: Media: Digital & Social: Use of Other Digital Platforms
Award: Silver Spike
Client: KT
Product: OLLEH TV
Product/Service: OLLEH TV
Advertising Agency: KOREA TELECOM Seoul, SOUTH KOREA
Senior Vice President: Hoonjoo, Shin (Korea Telecom)
Team Leader: Nari, Choi (Korea Telecom)
Manager: Dowan, Kim (Korea Telecom)
Manager: Hyeyoon, Jeong (Korea Telecom)
Brief Explanation
Objective of communications
- Use KT’s IPTV services to help solve the safety problem of the elderly living alone, Korea’s emerging
social concern, and to raise brand preference.
Unique Insight
(A) The majority of elderly living alone have a TV set.
(B) The first thing they do when they get up in the morning is turn on their TV.
> Thinking something can be done using TV, KT has developed a new service.
As this project started from the insight that the elderly living alone all have a TV set and social workers all use mobile phones, our brand-new solution using (commonly used) IPTV and mobile phone has high relevance with mass targets.
Results and Effectiveness:
(1) Target participants
Changes in the behavior of social workers
o 300% increase in number of SMSs
o 400% increase in number of calls
o 125% increase in number of visits
Changes in the mental health of elderly
o 12% decline in anxiety level
o 30% decline in loneliness level
(2) Mass target
o Covered by 45 media outlets including both TV and newspaper
o postings on Facebook, YouTube
o Awareness on the condition of elderly living alone :20%->100%
o Willingness to participate in volunteer work : 30%->90%
o Brand preference has increased after 100% of consumers watch the video
Creative Execution:
In order to raise public awareness on the social problem of elderly living alone, and spur their
understanding and appreciation of KT’s IPTV as not only a mere IPTV brand but also a brand that
solves social problems, we have sought media coverage by newspapers and broadcasting companies,
distributed contents on our own SNS channels, websites and YouTube, and implemented SNS target
advertising to get our message across effectively.
Insights, Strategy and the Idea:
Target audience
- Ordinary male and female adults (25-40 years old) with financial means; Korean male and female
adults who have a parent living alone.
By installing the newly developed service at the domiciles of elderly living alone and connecting it with social workers, we provide a seamless user experience without inconvenient changes to their daily lives. Creating contents that include the entire process, uploading them to Facebook, YouTube and the websites our mass target frequently visit, and implementing target advertising via SNS, we aim to get our message across to the mass target effectively and raise our brand’s “preference” among the target audience who have seen our video.