The Brief

SK telecom 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 SK telecom. To the young-generation of Korea, mobile is their life itself. They do everything from chatting to shopping, studying, watching TV and playing games via mobile. Therefore mobile data is their life source. However, the young-generation need more mobile data, always. So we made mobile data platform for youngsters.It is not one-time promotion but consistently platform. we want to made this platform melt into young-generation's real life.

Describe how the promotion developed from concept to implementation

The brief is simple, Consistently provide the young generation in Korea with fun and useful mobile life experience via branded platform. So we developed mobile data platform with two functions. First one is Data-Generating. People can convert one's physical movements to actual mobile data. Second one is Data-Sharing. People can transfer one's remaining mobile data to some others seeking more data. This platform won tremendous popularity with the young generation. In addition, they started to add new and fun ideas to the branded platform and showed no hesitance to share those with their friends. Finally we had 27.7% brand preference increase among young-generation.

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

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.  Brand site had more than 5 million views.  Number of data-generating participations was 109,479,522. Total generated data was 862,870,169 MB. Its value is 16M USD.  Number of data sharing participations was 62,621. Total shared data was 45,869,900 MB. Its value is 0.8M USD. 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.

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

Young-generation do everything via mobile. Mobile data is their life source. That's why we, as a telecommunication company, made this platform for young-generation.   We developed mobile data platform with two major functions. First one is data generating what converts people's physical movements to actual mobile data to use. Second one is data sharing 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 idea is the only and unique one among mobile service providers over the world.