| Title | 'FEEL IT, GENIE' CAMPAIGN |
| Brand | KT |
| Product / Service | PRODUCT & SERVICE - ELECTRONICS / IT/ OFFICE EQUIPMENTS / HOME ELECTRONICS & AUD |
| Category | D02. Use of Branded Content created for Digital or Social |
| Entrant | KT Seoul, SOUTH KOREA |
| Idea Creation | KT Seoul, SOUTH KOREA |
| Idea Creation 2 | CJ ENM Seoul, SOUTH KOREA |
| Media Placement | KT Seoul, SOUTH KOREA |
| Media Placement 2 | CJ ENM Seoul, SOUTH KOREA |
| PR | KT Seoul, SOUTH KOREA |
| PR 2 | CJ ENM Seoul, SOUTH KOREA |
| Production | KT Seoul, SOUTH KOREA |
| Production 2 | CJ ENM Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Teo Park | CJ ENM | Chief Creative Officer |
| Jinwoo Park | CJ ENM | Executive Creative Director |
| Junki Hong | CJ ENM | Creative Director |
| Songyi Chae | CJ ENM | Copywriter |
| YeonKyoung Park | Freelancer | Art Director |
| Songyi Chae | CJ ENM | Director |
| Seungsub Kim | CJ ENM | Producer |
| Seohyun Choi | KT | Project Manager |
| Soyeon Lee | KT | Project Manager |
| Jinwoo Park | CJ ENM | Executive Producer |
| Junki Hong | CJ ENM | Chief Producer |
| Giyong Kim | Freelancer | Freelancer |
| Yugyeong Cho | Freelancer | Writer |
| Gyeongmin Cho | Freelancer | Director of photography |
| Jinsae Oh | CJ ENM | Executive Project manager |
| Teo Park | CJ ENM | Chief Project manager |
| Daegun Kim | CJ ENM | Project manager |
| Algorithm Media Lab Algorithm Media Lab | Algorithm Media Lab | Digital Intermediate |
| Sungmin Seo | SUS 4 | Sound |
| Hook Music Hook Music | Hook Music | Music |
- Strategization based on an IMC perspective that combines both online and offline. ⁃Online: Release of branded content in the form of a 'web sitcom' and official social media channels(Youtube, Facebook, Instagram, blog) will lead to the spreading of videos, raising response and voluntary spreading of the campaign is expected through a sound track release. ⁃Offline: OOH, two offline promotions in the form of a concert and cinema screening. ⁃Campaign strategy: Raise trust and likability through influencers with a strong young target base.
KT has been leading the development of the information and communications industry of Korea since its foundation in 1981. KT introduced 5G, the next-generation network, to the world, and KT is leading the 4th industrial revolution with our innovative network. 'GiGA Genie' is KT's artificial intelligence TV service. Giga Genie currently has 1.7 million users. The goal for 'feel it, genie' campaign is to make a young target base aware of 'Giga Genie' and raise likeability. We aim for the users themselves to spread comments about 'Giga Genie' and hence leading to actual usage.
1) Influencers, not celebrities The main goal for the 'Giga Genie' campaign is for our target to develope a good impression towards Giga Genie and hence leading to actual usage. Therefore, we have decided to chose an 'influencer' with strong support from a young target instead of an actor/actress. 2) Campaign strategy: IMC strategy based online - The 'feel it, genie' campaign mainly concentrates on digital videos(branded content), but endeavors to create diverse customer experience channels by expanding the campaign from online to offline.
1) Campaign strategy: IMC strategy based online - The 'feel it, genie' campaign mainly concentrates on digital videos(branded content), but endeavors to create diverse customer experience channels by expanding the campaign from online to offline. - A total of 12 'web sitcom' episodes were released on the digital channel for KT, CJ ENM and through KT's IPTV service. - Furthermore, through various IMC program strategies such as Instagram/blog advertisement, billboards, two offline concert events and cinema screenings, viewers have been showing an explosive response. 2) Influencers, not celebrities The main goal for the 'Giga Genie' campaign is for our target to develope a good impression towards Giga Genie and hence leading to actual usage. Therefore, we have decided to chose an 'influencer' with strong support from a young target instead of an actor/actress.
ㅇ Release of Season 1(7.29~9.21.18), release of Season 2(2.22~4.12.19) ㅇ Season 1 production press conference (7.29.18) > 200 customers were chosen among 3,500 applicants to attend the press conference at Gwanghwamun KT Square ㅇ Outdoor Advertising for Season 1 (9.1~9.30.18) > Exposed to 3 million people ㅇ Season 2 online production press conference(2.22.19) ㅇOffline concert (4.6.19) > 200 customers were chosen among 3,000 applicants to attend the concert at Gwanghwamun KT Square ㅇ Release of OST through Korean music streaming web sites (4.9.19) > No.3 on Korean OST Chart ㅇ Music Video Contest (4.5~5.12) > Participation of 200 customers through Instagram and Youtube ㅇ Giga Genie Voice Doodling Event (Jul.~Oct.2018, Feb.~Jun.19) > Cumulative number of 230,000 participations ㅇ Season 2 cinema screening (5.24.19) > 120 customers were chosen among 1,000 applicants to attend the screening at Dongdaemun CGV, a Korean cinema
- 17 million cumulative views for 12 episodes of the 'web sitcom' - A total of 800,000 consumer response (comments, likes, posts, shares and etc) (Over 100 consumers made 'feel it, genie' related videos were created such as parody videos and music videos. Also, consumers have voluntarily made 'feel it, genie' merchandise) - Hot keyword 1st on Korean music streaming platform (melon) - Hot keyword 3rd on Korean portal site (Naver) - Hot post 1st on Korean portal site (daum) - 230,000 'GiGA Genie' usages related to 'feel it, genie' - Increase of TOM 8.7%P for 'GiGA Genie' after campaign *Online survey: 1,000 men and women between 13 to 59 all over Korea were surveyed. - 'GiGA Genie' subscribers: Late July, 1 million / May of 2019, 1.7 million - Increase of 700,000 users after campaign - Highest market share in the Korean AI speaker market.