OLLEH KT CAMPAIGN by Cheil Seoul for Kt (korea Telecom)

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OLLEH KT CAMPAIGN

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Industry Telecommunications Services
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Executive Creative Director Joungrack Lee
Creative Director Soora Min
Art Director Hangrae Kim, Chaehoon Lee, Jaewon Choi, Eunbyul Park
Copywriter Jungmin Lim, Sunhwa Chae
Released July 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: KT
Product/Service: TELECOMS
Agency: CHEIL WORLDWIDE
Date of First Appearance: Jul 4 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Executive Creative Director: Joungrack Lee (Cheil Worldwide Inc.)
Creative Director: Soora Min (Cheil Worldwide Inc.)
Art Director: Chaehoon Lee (Cheil Worldwide Inc.)
Art Director: Eunbyul Park (Cheil Worldwide Inc.)
Art Director: Hangrae Kim (Cheil Worldwide Inc.)
Art Director: Jaewon Choi (Cheil Worldwide Inc.)
Copywriter: Sunhwa Chae (Cheil Worldwide Inc.)
Copywriter: Jungmin Lim (Cheil Worldwide Inc.)
Account Executive: Taihai Kim (Cheil Worldwide Inc.)
Account Executive: Sangheon Song (Cheil Worldwide Inc.)
Account Executive: Bohyun Han (Cheil Worldwide Inc.)
Account Executive: Sunjung Lee (Cheil Worldwide Inc.)
Account Executive: Kyuhwa Hwang (Cheil Worldwide Inc.)
Agency Producer: Yanghoon Kim (Cheil Worldwide Inc.)
Agency Producer: Kyungheon Kim (Cheil Worldwide Inc.)
Media placement: Promotional Gift - T-shirt - 4 July 2009

Describe the objective of the promotion.
40,000 Human Media Korea Telecom, Olleh T-Shirt

Describe how the promotion developed from concept to implementation
KT is the biggest telecommunication company in South Korea. But, they had an outdated image in Korea. KT was unsatisfied with the brand image and felt the need to change. Therefore, KT started by changing their brand name, from past, KT, to new ,Olleh KT.

Describe the success of the promotion with both client and consumer including some quantifiable results
40,000 human media ripple effect was more tremendous than we thought, when we assume one employee meets at least 3 people a day. Olleh T-shirt was exposed to more than 120,000 people everyday. Through the streets, public transportation, many unspecified and unexpected people who passed by the employee was exposed to the T-shirt. The advertising impact that KT actually counted was approximately 4 million dollars. This campaign changed the consumers thoughts about KT. A brand image of one company changed in two months. This was the power of an innovative idea fulfilled by 40,000 human media.

Explain why the method of promotion was most relevant to the product or service
We asked ourselves, with the small amount of money, using the KT employee, what media tool would be great? Since there are about 40,000 KT employees, we figured we should use this human media. Every Friday, 40,000kt employees all over the South Korea wear the Olleh T-shirt. Including the KT CEO. Olleh T-shirt was shown in cafes, bookstores even in the streets. 'Wow vs, Olleh' campaign was spread all over Korean 40,000 human media.