The Campaign

In Korea, those called as "fathers" are those who put family before themselves with dedication and efforts for the family. As anyone, as they become old, fathers naturally retire. We tried to express special feelings for such fathers. The AE of the agency in charge of campaigning spoke of his imagination for his own father. "My father drove bus for 35 years. Now he has retired, but he got recently diagnosed with blood cancer, so it became impossible for him to drive a bus in the future. However, he still feels proud of his driving, and whenever he sees a bus pass by, he seems to feel nostalgic about work in the past. If I show him the streets he used to drive on by driving a bus myself for my retired father, he would be very happy." The campaign began from this imagination and his family appeared in Film.

Creative Execution

1) Implementation Our goal was to make our own brand positioning in the Korean IPTV market. We wanted to have an upper hand by firmly positioning as a brand that had an emotional connection with the consumers, in a long-term perspective rather than short-term. 2) Timeline As for the campaign schedule, starting with a digital campaign on April 25, 2016, we implemented TV and theater commercials until end-June. 3) Placement Every city in South Korea. 4) Scale Youtube / FaceBook / Naver (Digital Media AD) Budget: 300 million Public TV / Cable TV / theater (Mass Media AD) Budget: 2 billion Homepage / Facebook (Event) Budget: 40 million

The video has recorded over 10 million views on the digital media, YouTube and Facebook. Also, through a video sharing event, we have achieved a result of the video being shared 68,700 times online. Influential media and social web pages have competitively covered this campaign as a feature story for Parents' Day, and the campaign, which started online, has been spread to TV and theater commercials. The campaign video, proceeded along with a seasonal issue, could gain more sympathy from consumers, and a diverse range of generations reacted, as the age of online comment-writers varied from teens to retired fathers. It has been evaluated as a successful campaign that showed that an ordinary person with a story, instead of a big celebrity, is effective in an advertisement communication strategy. Lastly, it won the grand prize in the IT field at the 2016 Broadcasting Advertisement Festival.

Our target is adult males and females with a consumer power, between 25 and 45. In South Korea, one person households are increasing fast, and a social structure is being formed, deviated from the traditional form of household. Even if they live with a family, an average working person has 2.4 family meals/week on average. Instead of communicating in person, they hear news through SNS, and they are used to consuming contents using their personal devices, rather than watching TV with their family. Therefore, to approach our potential target, we set YouTube and Facebook as our first media plan. To expand the target coverage, as a secondary plan, we had the public TV and cable TV advertisement ready. The day before Parents' Day, we aired it on public TV and cable TV. The cross-media effect allowed the views on YouTube and Facebook increase sharply.