INSPIRATION BY 18 CAMPERS by Cheil Seoul for Kt (korea Telecom)

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INSPIRATION BY 18 CAMPERS

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Industry Telecommunications Services
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Released March 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: KT
Product/Service: TELECOMS
Agency: CHEIL WORLDWIDE
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Account Executive: Taihai Kim (Cheil Worldwide Inc.)
Account Executive: Sangheon Song (Cheil Worldwide Inc.)
Account Executive: Bohyun Han (Cheil Worldwide Inc.)
Account Executive: Sungjung Lee (Cheil Worldwide Inc.)
Account Executive: Kyuhwa Hwang (Cheil Worldwide Inc.)
Media placement: Event & Field Marketing - SonicBoom and the 18 campers - 20 March 2010

Describe the objective of the promotion.
SonicBoom, Korea professional basketball team of KT (Korea Telecom), was ranked as bottom all year in 2008-2009 season. It seemed to be the same situation in the upcoming 2009-2010 season, no star player and no make-up for team strength. However, everything changed in 2010. SonicBoom performed a miracle and ranked 2nd in regular league games. SonicBoom, a team that was barely recognised, finally had a chance to make the playoffs.

Describe how the promotion developed from concept to implementation
KT, along with the fans of SonicBoom, prepared a small performance to celebrate the miracles that the team worked for; On March 20, 2010, when the first game of the playoffs opened, fans of SonicBoom headed to the stadium to cheer the team in a way nobody ever expected.

Describe the success of the promotion with both client and consumer including some quantifiable results
SonicBoom lost the game on that day. On the other hand, the creative and passionate cheering became a big issue across the country, which brought passion to the team and KT's corporate images. Korea's representative media paid attention to SonicBoom and the 18 campers. As one of the leading newspapers in Korea quoted, "Everything was perfect except for the game result." The groundbreaking idea to support SonicBoom was good enough to impress not only the SonicBoom but all basketball fans. This special cheering event succeeded in increasing awareness of SonicBoom and became an opportunity to open a new world of cheering squad's culture.

Explain why the method of promotion was most relevant to the product or service
KT and the cheering brigade came up with a very surprising and effective way to make SonicBoom a big issue. 18 campers, which is the same number as the team's entry number for the playoffs, were wrapped with images of the players, the coach and supporting messages for the team. Starting from the day before the game, through the game day, 18 campers all together travelled about 450 kilometers along the highway from Seoul to Busan, where the game was held. It had a big meaning for KT and fans of SonicBoom, whom voluntarily came up with ideas to support the team. They decorated the campers themselves with truly sincere messages that would cheer up the team.