Creative Execution

We have created the channel for our target participating to the campaign to seamlessly communicate through mobile messaging and IPTV. We have also created contents that explain the entire campaign, distributed them to our own SNS channels, websites and YouTube, which our mass target frequently visit, and implemented SNS target advertising to get our message across effectively.

(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

Insight: examine the lifestyle of senior cizitens living alone: (A) The majority of elderly living alone have a TV set, (B) The first thing they always do every morning, is turning on the TV. Strategy We developed a new service that can take care of the elderly without causing any inconvenient change in their daily lives. The new service aims to draw immediate actions by providing seamless services through network connection between IPTV and mobile phone. Idea Applying seamless technologies that can be spontaneously used on IPTV services, we have developed a new service in which the simple act of turning on the TV automatically sends a text message to the mobile phone of a designated caregiver to check the safety of the elderly. In particular, the use of text messages helps social workers to efficiently and conveniently check the safety of the elderly living alone and leads them to call or visit more often.