The 3 major Korean telecommunication companies, among telecommunication businesses, are now focusing on home IoT business.

Above all, competition is most heated in the smart TV area. As it has changed from the era of watching TV to the era of smart TV, telecommunication companies are continuously launching their own special contents (VOD, shopping, additional services, etc.) and aiming to increase new users by creating links with customers.

In this situation, our mission was to communicate to the consumers the "tvG Direct Camera" service, our differentiated service that competitors did not have. "tvG direct camera" is a special service that allows the user to transmit videos or photos taken with a smart phone to TV for a live broadcast.

We wanted to make a change and affirm our brand positioning by making a commercial with an unforgettable story, a commercial that can move people, in addition to capturing sympathy.

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