The Campaign

Most large firms in Korea would prefer to ATL than BTL, when they have limited budget. Because they think that cost-effective of ATL Comm is high. Therefore, success cases of Branded entertainment in Korea are less than the success of the overseas. Branded Entertainment for the region in recent years companies have increased their interest. However, the law on BTL did not yet clearly establish. In addition, occupation of the road, restrictions on public facilities, outdoor signage laws are very strict and limited to the expansion of Branded Entertainment.

Results

Because that Our LTE service launching was delayed 6 months, the awareness rates are very low. And we lost initiative of TOM. We think that we have to focus on the speed, core benefit of our service. We want consumer to recognize LTE WARP as the fastest LTE service. We needed a completely different method. The solution we found was a GAME that anybody could love it. And decided to make a game using WARP ‘WARP SPEED GAME’. The game involves repeatedly saying WARP which will naturally make the players imprint the idea that WARP=FAST SPEED We targeted the game towards younger consumers and therefore setup a WARP GAME zone at several university campuses during the university festival season in May. After many preliminary rounds, the final participants were selected. The finals were conducted on the main stages of each campus during the peak hours of the festivals. Every student who sees the WARP SPEED GAME has shouted out “WARP!”

It is common to see people playing games without any special tools using only words and simple body gestures in Korea We focused our attention on this unique Korean gaming culture. A verbal game is Korea's unique culture. We have devised a verbal branded game people enjoy together. We have named it ‘WARP SPEED GAME’. When they enjoy 'WARP SPEED GAME', They shouted out our brand repeatedly.

Total participants are 1,230 and total audiences are roughly 43,000. The audience members who were watching began spreading the WARP SPEED GAME through Twitter and Facebook. In no time, it had spread to over 6,830,000 people WARP GAME UCCs were published to a variety of blogs, internet cafes, and online communities and message boards. The videos that were uploaded to the various video websites and message boards reached over 2,000,000 views overall A total of 21 mass media and press agencies published articles related to the WARP SPEED GAME. Although it seemed difficult, the launching of LTE WARP was a success. After 5 months, awareness about LTE WARP has gone up to 97.8%. It is now common to find people using WARP in SNSs and in their daily lives. TOM, which began at the bottom, is now at 26% and WARP is the 2nd ranked LTE service provider. Even now people are still shouting out WARP voluntarily becoming individual promoters of LTE WARP.