Sk Telecom Promo 4G LTE SLIDE IN SUMMER FILM FESTIVAL by Sk Marketing And Company

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Industry Telecommunications Services
Media Promo & PR
Market South Korea
Agency Sk Marketing And Company
Released October 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SK TELECOM
Team Leader: Yoon Jong Hyun (SK Marketing & Co.)
Planner: Hwang Kyung Soo (SK Marketing & Co.)
Planner: Cheong Tae Ho (SK Marketing & Co.)
Media placement: Newspaper - Digital Daily - 9th Oct 2011
Media placement: Newspaper - DongA Ilbo - 10th Oct 2011
Media placement: Newspaper - Sports Seoul - 12th Oct 2011

Describe the objective of the promotion.
Our goal was for consumers to experience and acknowledge SKT 4G LTE. With the launch of 4G LTE, each 4G LTE carrier aggressively promoted their services.
Held in October, Busan International Film Festival is one of the biggest cultural events in South Korea as of some 200,000 trend leaders will visit each year. We tried to effectively promote SKT 4G LTE in the midst of marketing and PR wars at BIFF. We set ourselves apart from competitors to a whole new level with marketing events that clearly caught the attention of the participants, helping their understanding of 4G LTE.

Describe how the promotion developed from concept to implementation.
We made sure SKT’s PR booth stood out among the crowd by taking advantage of the blazing heat of 86F. We built a snow slope in the middle of a bikini-filled beach. Participants riding the faster than usual slopes would speed down on the SKT4G LTE sleds experiencing the sensation similar to SKT 4G LTE speed. In a booth area at the side of the slide participants tried streaming video contents, web surfing and etc. using 4G LTE devices really experiencing the faster speeds of SKT LTE compared with 3G or other companies.

Explain why the method of promotion was most relevant to the product or service.
The most significant difference between 3G and 4G is data communication speed. The difference allows customers to use contents with faster speed. However, it’s difficult to understand a simple comparison of the actual rate difference. So we helped the participants understand the 4G LTE speed by using the slide as a metaphor. Participants indirectly experienced the speed of 4G LTE, sliding down the slope then a booth next to the slide was there for them to actually experience 4G LTE. With their experiences associated with the speed of a sled, consumers could more easily understand SKT 4G LTE services.

Describe the success of the promotion with both client and consumer including some quantifiable results.
LTE slide was praised as the most innovative event at BIFF. This event with 6 postings on SKT Facebook had 37,000+ views and SKT's YouTube videos were exposed more than 23,000 times. In addition, newspapers, TV, magazines, etc. more than 70 offline media coverage items featured it- many people learned about the event.
SKT is the third telecommunication company worldwide that has attracted more than 1m 4G LTE subscribers, SKT gained 1m customers in 126 days which is much faster than Verizon or Ntt docomo.