COPY PAPER by FNT, Hancomm for Sk Telecom

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COPY PAPER

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Industry Telecommunications Services
Media Promo & PR
Market South Korea
Agency FNT
Agency Hancomm
Art Director Jae-Min Lee
Released March 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: SK TELECOM
Product/Service: CONVERGENT MOBILE SERVICES
Agency: FNT
Agency: HANCOMM
Date of First Appearance: Mar 15 2009 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: Advertising On Copy Paper - Photocopying Centers Of Universities - 15 March 2009

Describe the objective of the promotion.
Develop a marketing item to render the “T” brand familiar with university students. Design the item to make sure students can use and experience firsthand.

Describe how the promotion developed from concept to implementation
Designing advertising materials that are not dumped away after being seen but used in students’ daily lives was the subject. By doing so, giving them opportunities to participate in the marketing program and experience the brand identity—“T" helping you make your dreams come true.”

Describe the success of the promotion with both client and consumer including some quantifiable results
We distributed 102,500 pieces to photocopying centers of 14 universities in Seoul with more than 8,000 students in register. On a study conducted on 400 students of the four most populous universities, 96% of respondents said positively in program recognition, and 71% expressed their satisfaction.

Explain why the method of promotion was most relevant to the product or service
We put advertising on the back of photocopy paper that university students use a lot. Along with advertising phrases, we printed a maze game that users of the paper can actually play with. By doing so, we raised students’ awareness about the “T” brand and gave a message that the brand helps them achieve their desired goals in love and profession.