Title | LTE WARP LAUNCHING CAMPAIGN |
Brand | KT |
Product / Service | OLLEH |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Sales Promotion/Advertising Agency: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Uy-Sang/Kim | Innocean Worldwide | Cheif |
Yoon-Soo/Sohn | Innocean Worldwide | Excutive Planner |
Suk-Hwan/Ko | Innocean Worldwide | Excutive Planner |
Changin/Choi | Innocean Worldwide | Senior Planner |
Yoon-Kyung/Lee | Innocean Worldwide | Senior Planner |
Yeji/Lee | Innocean Worldwide | Senior Planner |
Jong-Hyun/Nam | Innocean Worldwide | Senior Planner |
Suk/Cho | Innocean Worldwide | Senior Planner |
Eun-Yesol/Ahn | Innocean Worldwide | Junior Planner |
The telecommunication market of Korea is quickly converting to LTE, the 4th generation in mobile telecommunications LTE WARP is a LTE Service(4G) name of KT KT late entry into the 4G telecommunication market for 6 months So they want to shock and make some noise to the market.
For make noises to the market, we try to use of eccentric curiosity in Koreans, we has developed a campaign strategy to launch a this service.
Market is already taken up by competitors. Launching was delayed 6 months, Low awarness and Lost initiative. but the campaign use of eccentric curiosity in Koreans, awarness is Surprising grow up. After one and half months, awarness has gone up to 87.5%.
olleh was able to provide a faster LTE service than its competitors. so they fix their new LTE service name, called LTE WARP. WARP means kind of transport.(from SF movies) and KT decide to using STARWARS because of That is most famous SF series at Korea. so first step of this campaign use of most famous starwars image, BGM, Darth Vader and his troops