Creative Execution

We have developed a brand-new service in which an IPTV set-top box connected to the TV set. This service detects the TV’s on/off status or other actions to automatically send a text message to a designated social worker, i.e. when the TV is turned on for the first time every morning or there is no TV activity for more than 24 hours.

(1) Target participants Changes in the behavior of social workers o 300% increase in number of SMSs o 400% increase in number of calls o 125% increase in number of visits Changes in the mental health of elderly o 12% decline in anxiety level o 30% decline in loneliness level (2) Mass target o Covered by 45 media outlets including both TV and newspaper o postings on Facebook, YouTube o Awareness on the condition of elderly living alone :20%->100% o Willingness to participate in volunteer work : 30%->90% o Brand preference has increased after 100% of consumers watch the video

Objective of communications - Use KT’s IPTV services to help solve the safety problem of the elderly living alone, Korea’s emerging social concern, and to raise brand preference. Target audience - Ordinary male and female adults (25-40 years old) with financial means. Korean male and female adults who have a parent living alone Unique Insight (A) The majority of elderly living alone have a TV set. (B) The first thing they always do every morning is turn on the TV. > Thinking something can be done using TV, KT has developed a new IPTV service. As this project started from the insight that the elderly living alone all have a TV set and social workers all use mobile phones, our brand-new solution using (commonly used) IPTV and mobile phone has high relevance with target audience.