Cannes Lions

KT Seeds of the heart

PLAYGROUND, Seoul / KT - KOREA TELECOM / 2016

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Overview

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Overview

Description

This app allows users to grow virtual flowers. When the flowers are fully-grown the app will send actual flowers to people named by users. In order to make virtual flowers grow, users have to leave their smartphone unused for a certain number of hours. In other words, the app began from the idea that people would be able to pay attention to more important things in their life when they don’t spend too much time looking at their phone.

Execution

Users can download the app via a link sent through their cell phone bills or KT’s social media sites. Upon starting the app, the user will put down the name of a recipient and pick a flower that has a suitable meaning. The app will automatically keep the track of the user’s cell phone usage when it is on. The seed will grow into a flower once its total unused hour reaches 192 hours. The user will then be asked to write his/her personal message to the recipient. Once all steps have been completed, it will be notified to KT and KT sends actual flowerpots to pre-selected recipients with messages written through the app.

Outcome

This app was released in Google Play Store on April 14th, 2016 and recorded about 500 downloads in the first week. As of May 23rd, the total number of downloads has reached 3,015 with 692 successful users who completed all steps and sent an actual flowerpot to their special one. It took 10 days on average to grow the flower.

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