Why is this work relevant for Brand Experience & Activation?

T has tried to deliver its brand values via multiple touch-points by bringing it to consumer's real life. Starting from Sohee and her family's wish, KT has developed the 'Caring Talk' service which is the voice restoration app, and offered to those who need it in their daily lives. And KT has released the films containing all the process and its brand message through youtube, print, PR, and mass media

Background

To expand from a telecommunications provider to a world-class ICT leader To establish a new and innovative brand philosophy not just as an innovative ICT leader focused on technology but more consumer-centric, world-changing initiatives

Describe the creative idea (20% of vote)

The focus was not on how KT’s AI-based services brings about change, but on how these innovative technologies and services brought about meaningful changes to the consumers and how they relate to the society at hand. Accomplished the restoration of voice and speech of deaf consumers through KT’s technology, and developed an App for daily use A documentary is to be filmed, showing the restoration of voice and the App development process with relevant clips and messages to increase sincerity which will ultimately showcase KT’s corporate philosophy to the consumers

Describe the strategy (20% of vote)

The message is not to be a one-way direction, centered on the company and its new technologies, but is set up to be consumer-centric, as in to focus on the consumer’s values, living patterns and changes With the establishment of a consumer-centric, innovative brand philosophy, the goal is to develop new services that can change the lives of the consumers, and through proper communication channels, increase awareness and interest from the consumers

Describe the execution (30% of vote)

The lead role was carefully selected to be the consumer for the campaign, and with KT’s convergence institute technology, it took three months to restore the voice and develop the final App. Like the aforementioned documentary and its processes, no actor was used but a real case, with a real family and consumer was highlighted with the goal of delivering a meaningful and effective campaign

List the results (30% of vote)

After publishing on March 26th, it took just one month to reach 1.1 million views and issued 78 news articles According to the consumer survey, campaign likeability was 81%.( This was the highest score in the 2020 consumer survey.) After the campaign, brand awareness and TOM(Top of mind) both increased sharply.

Please tell us how the brand purpose inspired the work

To execute KT’s new brand philosophy campaign, which is to offer services needed by individual consumers To increase the appealing of emotions of consumers and transparent delivery of messages by rolling out a campaign utilizing real-life cases of consumers