Kt (korea Telecom) Promo, Case study THE GREAT ONE DOLLAR CAMPAIGN by Digital Ocean

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THE GREAT ONE DOLLAR CAMPAIGN

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Industry Telecommunications Services
Media Promo & PR, Case study
Market South Korea
Agency Digital Ocean
Director Ami Song
Designer Jaesoon Kim
Released August 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: KT CORPORATION
Product/Service: TELECOMMUNICATION SERVICES
Agency: DIGITAL OCEAN
Director: Ami Song (Kt Corporation)
Online-Marketer: Hyunsuk Lee (Kt Corporation)
Online-Marketer: Byungkyoo Shin (Kt Corporation)
Web-Director: Hyungjoo Kim (Digital Ocean Co.ltd)
Web-Marketer: Jungeun Park (Digital Ocean Co.ltd)
Web-Marketer: Seyeon Hong (Digital Ocean Co.ltd)
Designer: Jaesoon Kim (Digital Ocean Co.ltd)
Publisher: Suenggyu Kim (Digital Ocean Co.ltd)
Developer: Dongheon Kim (Digital Ocean Co.ltd)
Media placement: TV Campaign - 120 Spots - MBC, KBS, SBS - 19 July 2011
Media placement: Newspaper - 8 Spots - JOINS MSN, HANKYOREH, YTN, NEWSIS, PRESSIAN, MYDAILY, ENEWS TODAY, DONGA NEWS - 2 August 2011
Media placement: Online Campaign - 45 Days - Facebook, Microsite - 19 July 2011
Media placement: Online Banner - 20 Spots - Nexon, Pmang - 3 August 2011

Summary of the Campaign
The Dokdo Facebook Campaign, the first event in Korea, is a global promotion show, where any individuals around the world who are interested in promoting Dokdo can join through advertising the world’s largest SNS service Facebook.

To take part in it, you must first log on to the campaign site, select both advertising and country, and then settle the account. KT supports 50% of $1 for advertising costs and Dokdo advertising will be published on Facebook users of the country chosen.

17,167 have participated here and the advertising was delivered to 50,204,000 of 135 countries.

The Situation
A major telecommunications service provider, KT, set Wi-Fi on Dokdo, in order to realise its purpose: that anyone can use Wi-Fi across the nation; once it has been prepared, this Dokdo Facebook Campaign will promote the Islet's with all the Korean people in commemoration of August 15th, Independence Day.

The Goal
Under the situation that the Japanese government has stressed sovereignty over the disputed Islets, the goal of the Dokdo Facebook Campaign is to make individuals show voluntarily the truth of Dokdo all over the world through advertising.

The $1 advertising of Facebook is exposed on the average of 3,000 times and the growing participation in this by users will have meaningful effects on positively changing the thought of people about Dokdo. KT also helps for it and could firmly establish its image as a responsible company contributing to the society.

The Strategy
The strategy of the Dokdo Facebook Campaign lies in inducing voluntary ‘participation’ from users through microblogs or SNSs, and here they find pleasure in the concept that they could set and execute a target for themselves, through the world-famous Facebook's advertising.

Through this, KT puts importance on making the image that the company pursues ‘value,’ not just the showing of the high-quality of its goods and services.

Key message of the campaign:
- Do not include the company’s goods and services in it;
- Do not limit the people’s participation in the campaign;
- Induce voluntary participation in the campaign and execution of the advertising.

▶ Change the recognition of people around the world about Dokdo through its promotion;
▶ Build up the image that KT is a company of social responsibility.

Execution
The Facebook Dokdo Campaign continued for a total of 19 days.

Step 1: Built a website for the campaign and add the SNS’s share function for viral marketing,

Step 2: Users themselves chose the advertising on the campaign site and set targets (country, time for publishing, age, sex) and then settled half of the advertising cost of $1.

Step 3: Advertising received from users that day was collectively executed the next day due to the principle that the execution of real-time advertising is not allowed,

Step 5: The Facebook Dokdo Campaign was continued for 19 days,

Step 6. After the campaign, some of the participants were chosen to visit Dokdo for 3 days and 2 nights as a group to a Wi-Fi experience.

Documented Results
34,911 have visited the website during the Dokdo Facebook Campaign. And 17,167, 49.2% of them, have participated in the Campaign, resulting in some 50m people (50,204,000) across 135 countries being exposed to the Facebook advertising.

The Dokdo Olleh Wi-Fi experience group, closely allied with the campaign, was on the top pages of major social media on August 15th, Independence Day, and it achieved more than 60 times in RT on twitter, with over 200,000 times-exposures on that day, largely contributing to making Dokdo an talking-point on the social network as well.

Through this, KT emphasized the image that it is a socially responsible company. Besides, with the execution of the first domestic SNS advertising campaign, KT improved its brand image as a top IT company in Korea.