CARING ABOUT YOU

Short List
TitleCARING ABOUT YOU
BrandKT
Product / ServiceKT
CategoryA05. Health & Wellness Tech
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production UNDERCOVER Seoul, SOUTH KOREA
Production 2 GOOGGOOG Seoul, SOUTH KOREA

Credits

Name Company Position
Chaehoon Lee Cheil Worldwide Creative Director
Jinha Lee Cheil Worldwide Art Director
Sungwon Won Cheil Worldwide Copywriter
Youngjae Choi Cheil Worldwide Art Director
Sanghoon Kim Cheil Worldwide Copywriter
Sangheon Song Cheil Worldwide Account Director
Huckjun Yoo Cheil Worldwide Account Executive
Semi Pak Cheil Worldwide Account Executive
Sungjae Lee Cheil Worldwide Agency Producer
Bongjin Jung Cheil Worldwide Agency Producer
Sunghoon Bang Undercover Director
Giljin Jung GOOGGOOG Executive Producer
Kyunghwan Lee Red Graphic Designer

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 (40% 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 final product (40% of vote)

In order to figure out So-hee's voice, KT has analyzed her family's voices and oral structure to use it as an inference. Then, KT has trained the engine with the voices of those within her age group and their oral structures. All the data have been deep-learned, so that the AI engine can speak any words into her voice. After developing the engine, KT has developed an app named ‘Caring Talk’ by utilizing this technology. The app was able to create any sentences in various different real-life situations. Real change is brought about not through a one-off service but from the provision of a new paradigm of communication for the deaf that will change their lives for the better.

List the results (20% 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.