Cannes Lions

YOU ARE THE TV STAR

KT MEDIA HUB, Seoul / KT - KOREA TELECOM / 2014

Case Film
Case Film

Overview

Entries

Credits

Overview

Description

IPTV is the most popular TV viewing pattern in Korea that combines real time broadcast, replaying and VOD service. Above all, ‘Olleh TV’ services to the most viewers in Korea. To improve its service quality, ‘Olleh TV’ has launched a next generation IPTV Service called ‘Olleh TV Smart.’ This service offers smart baseball broadcast / wiz games / cloud DVD / personal broadcasting. Among them, ‘personal broadcasting’ allows users to produce and upload their own broadcast contents to transmit on TV, realizing the truthful prsumer. However, as a new concept, ‘personal broadcasting’ is difficult to appeal to the public viewers. In this sense, we wanted to implement a promotion. How? We decided to make an ordinary citizen into a TV star.

Execution

This campaign was broadcasted live in Seoul region and on mobile. Yes, it was on live. It was broadcasted on large electronic displays in the middle of Gangnam station to displays on Seoul subway pillars, displays on platforms and escalators and also in theaters and on mobile services.

Outcome

On this day, approximately 810,000 people watched this campaign event. Also, on a Facebook event carried out with the highlight video, approximately 750,000 people participated in 3 weeks.

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