DATA NEVER DIES

TitleDATA NEVER DIES
BrandSK TELLECOM
Product / ServiceTELECOMMUNICATION COMPANY
CategoryA08. Integrated Mobile Campaigns
EntrantSK PLANET Seoul, SOUTH KOREA
Entrant Company SK PLANET Seoul, SOUTH KOREA
Advertising Agency SK PLANET Seoul, SOUTH KOREA

Credits

Name Company Position
Sangil Nam SK Telecom Senior Vice President
Changsoo Kim SK Telecom Team Leader
Daeyon Kim SK Telecom Marketing Manager
Wook Kang SK Telecom Marketing Manager
Byeongjae Kim SK Telecom Marketing Manager
Jakyung Ku SK Telecom Marketing Manager
Cheon Kang SK Telecom Marketing Manager
Joungrack Lee SK Planet Chief Creative Officer
Yunseok Shin SK Planet Chief Creative Officer
Gijun Lee SK Planet Account Director
Sunghwan Chung SK Planet Interactive Creative Director
Jinhye Choi SK Planet Interactive Creative Director
Soyoung Jin SK Planet Account Manager
Hyeyoung Lee SK Planet Account Manager
Hyunwoong Park SK Planet Account Manager
Daesoon Kim SK Planet Account Manager
Kyungsoo Hwang SK Planet Promotion Director
Taeho Cheong SK Planet Promotion Manager
Yongjune Chae SK Planet Digital Creative Director
Shinhye Kim SK Planet Digital Crective Technologist

Creative Execution

May 18th of 2013, the campaign Season 1 started with teasing TVCs and Youtube videos. May 18th of 2013 online Banners released on Major portal site too. April 15th of 2013, the application released on Google Play and Tstore. June 3rd of 2013, new version of application released with the name of Data Platform Season 2. also released TVCF and Youtube viral videos. June 3rd of 2013, data generating competition among schools started. August 1st of 2013, iOS application released on Appstore.  In addition, SKtelecom provided young-generation with lots of joyful events. 

The application ranked no.1 in Google Play, Appstore and Tstore, an android app store in Korea, after just one week of release.  Total download number was 5,244,007. Member registration was 3,525,228 and they created 4,008,741 new members by inviting friends.  The brand site had more than 5 million views.  The number of data generating participations was 109,479,522. The total generated data was 862,870,169 MB. Its value is 16M USD.  The number of data sharing participations was 62,621.The total shared data was 45,869,900 MB. Its value is 0.8M USD. The number of user-generated content on Youtube was 11,186 with 12,679,935 hits. Finally, we had 27.7% brand preference increase among young-generation.

SKtelecom is the biggest telecommunication company in Korea. They want to raise the brand preference of 13-24 aged young generation who don't show strong brand loyalty toward SKtelecom. To the young generation of Korea, mobile is their life itself. Therefore mobile data is their life source. They do everything from chatting to shopping, studying, watching TV and playing games via mobile. However, the young generation always hunger for more data because they just have limited data to use. So we developed mobile data platform with two major functions. First one is data generating function what converts people's physical movements to actual mobile data to use. Second one is data sharing function what makes them enable to transfer one's remaining mobile data to some others who seek more data by bumping a mobile phone with one another. This platform won tremendous popularity from young generation. As the result, the brand preference skyrocketed. In addition, SKtelecom made it's position secure as the No.1 mobile data service provider in Korea.

Links

Mobile URL   |   Additional URL 1   |   Additional URL 2