Creative Execution

Spent 6 months to develop this application and was launched through Google playstore, Apple app store, and the Korean T store on 16th September, 2014. We introduced this app through newspapers and TV commercials that tell stories of ordinary people to which customers could relate to easily. During the process, we found out several Korean celebrities, including figure-skating queen Yuna Kim, have started to use this app. Immediately, we uploaded and promoted their proof shots through our facebook page. Participation increased steadily and on the last day of the campaign, the server went down due to high access concentration.

As other good campais, - 481,868 downloads in 3 months - 167,000 letters were actually sent (34% response rate) - ‘Most preferred brand’ in telecom category increased by +4.5% (IPSOS, Oct 2014) - ‘Most preferred brand’ in LTE service category increased by +5.6% (IPSOS, Oct. 2014) - More than 3,600,000 views for TV ad on YouTube, unusually high for brand-generated content - Received media attention through Korean celebrities’ participation, parodies on TV programs, etc. - <2014 Consumer Satisfaction Management Awards> 1st place in telecom category However, what really caught our eyes was this : The fact that 167,000 letters actually sent, which means, people who had not written a single letter during the past few years have sent letters. They must have been happy while sending around the letters and will become even happier waiting for letters to come.

This campaign was designed to show that SK telecom was not the simply no.1 market share brand, but the genuine leader brand of public trust. Korea is the world 1st country in terms of network speed. Everyone thought that Korean telecommunication operators have done their jobs. But, as consumers got used to the high-speed society, they became faster and quicker, but also more impatient and fickle. They became easily annoyed when things were not done quickly. What could telecommunication do more for those kinds of people? If being faster an quicker doesn’t equal being happy, it was time to do something completely opposite. Let’s make them experience a happier speed. Let’s give them back the happiness of waiting. That was our strategy. We made an mobile application for transferring ‘waiting’ into ‘happiness’. People could send their letters to the future through this application. We called it ‘the slowest letter’.