MEMBERSHIP CARD by FNT, Hancomm for Sk Telecom

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MEMBERSHIP CARD

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Industry Telecommunications Services
Media Design & Branding
Market South Korea
Agency FNT
Agency Hancomm
Art Director Jae-Min Lee
Released January 2010

Credits & Description

Category: Self Promotion
Advertiser: SK TELECOM
Product/Service: CONVERGENT MOBILE SERVICES
Agency: FNT
Agency: HANCOMM
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SK TELECOM, Seoul, KOREA
Manager: Jonas Lee (Sk Telecom)
Art Director: Jae-Min Lee (Fnt)
Employee: Yeon-Ju Park (Hancomm)
Media placement: Membership Card - Company’s Stores, Mail - 15 January 2010

Describe the challenges and key objectives
The main goal was to make all the five membership cards reflect the image of the brand and to satisfy customers with diverse tastes and senses. Also was the object to ensure customers can feel togetherness as a membership owner.

Describe the brief from the client
Design membership cards that can satisfy various customer groups categorized by age, sex and call pattern. Make sure each card highlights the identity of the 'T' brand.

Describe how you arrived at the final design
We summarised the brand identity in five themes (hope, imagination, love, courage, and purity) and crystallized them in concrete images in collaboration with five Korean illustrators. We adopted an omnibus format to emphasise togetherness, where nine different card designs make a single large painting together. Meanwhile, we were able to satisfy customers looking for their own 'look' with the nine different card designs.

Give some indication of how successful the outcome was in the market
The number of customers who visited stores to issue new cards increased after advertising this program. Between January 1 and March 15, the issuance of membership cards was up 15.4% compared with the same period last year. The card renewal earned lots of positive response from the blogosphere.