Title | THE LIFE SAVING TV PROJECT |
Brand | KT |
Product / Service | OLLEH TV |
Category | D01. Messaging for Mobile |
Entrant | KOREA TELECOM Seoul, SOUTH KOREA |
Entrant Company | KOREA TELECOM Seoul, SOUTH KOREA |
Advertising Agency | KOREA TELECOM Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Hoonjoo, Shin | KT | Senior Vice President |
Nari, Choi | KT | Team Leader |
Dowan, Kim | KT | Manager |
Hyeyoon, Jeong | KT | Manager |
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 of the campaign: The project has brought about significant changes in the behavior of social workers, thereby improving the mental health of the elderly living alone. Changes in social workers’ behavior: o 300% increase in the number of text messages o 400% increase in the number of calls o 125% increase in the number of visits Changes in the mental health of elderly living alone: o 12% decline in anxiety index level o 30% decline in loneliness index level (2) Mass target: The project has been widely introduced by the media and is seeing continued coverage from major broadcasting companies. Backed by its wide-spread favorable response inquiries from other regions including Imja Island keep coming in, expanding the project’s implementation. o Covered by 45 media outlets including both TV and newspaper o postings on Facebook, YouTube and corporate website 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.