Cannes Lions

OLLEH LTE WARP

INNOCEAN WORLDWIDE, Seoul / KT - KOREA TELECOM / 2012

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Overview

Description

Koreans love curiosity.Olleh is 6 months late launching in comparison with its competitors.Making use of this eccentric curiosity in Koreans, olleh has developed a campaign strategy to launch a new service called LTE WARP.Through the Campaign, we try to stimulate the Curiosity of Consumers continuously.1st step.Sudden appearance at the Incheon International Airport.

Followed by appearances in various spots in Seoul city.

As a result people began to come up with their own imaginative explanations.2nd step.A few days later, the Darth Vader army responded to the curiosity at the LTE WARP launching press conference.As a result people finally realised what was going on, and were fanatical.3rd step.To maintain interests, Darth Vader and his troops continued to make appearances on TV advertisements Olleh executed offline promotion (called ‘Shout Warp’)People were now using the word Warp in their daily livesThese 3 steps were linked by SNS and made WARP a sensation in Korea.

Execution

SNSWe used several tools. (Offline promotion, Guerrila promotion, TVCF, PR and SNS)SNS & Viral linked all these tools.We tried to spread our marketing activities through SNS.Response to our SNS activities was favourable.

Outcome

Latecomer, olleh wanted to shock the market, and we already knew about the curiosity of Koreans.LTE Warp's launching campaign capitalised on the curiousity of Koreans, and shocked the market despite its late start.

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