The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

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