Cannes Lions

SK TELECOM

TBWA\KOREA, Seoul / SK TELECOM / 2007

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Overview

Entries

Credits

Overview

Execution

Due to time differences between the host countries and Korea, only small numbers of soccer fans could enjoy the World Cup games before.

SK Telecom aroused nation-wide attention by means of “Red Ribbon Cheering” for juvenile soccer players, and then helped people to enjoy watching games together by participating “Overnight in-Street Cheering”.Koreans’ wishes for Korean players’ good luck could be sublimated into national reconciliation and unity.

Outcome

Consequently, a great emotion of national reconciliation and unity was mustered. 67.7% of survey respondents answered that they knew the “Red Ribbon Cheering”, and 60.5% said that it was satisfactory.

1,290,000 people took part in the “Overnight in-Street Cheering” in total for seven World Cup games.

SK Telecom’s campaign was marked out as the “most impressive in-street cheering” by 60% of respondents, as it incited “red cheering waves” and contributed to the reinforcement of national solidarity.

Afterwards, SK Telecom gained 81.1% of recognition, which states that it has secured an image of a citizen-oriented company.

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