The overall goal was to maintain awareness of SK and deflect interest away from Korea Telecom.The basis of the plan was to deflect interest away from the players, the games and the grounds and concentrate instead on the supporters - the real Korean people.The goal was to recruit, educate and encourage as many Koreans as possible to join the 'Red Devils'; to instil a sense of national pride and get them out onto the streets to unite and support the Korean team during the World Cup.

The team decided the idea behind the media strategy was to educate the Korean people as to how to support their national team during the 2002 World Cup.It required an educational process that would reach as many people as possible, something never done before in Korea. It required three stages: to recruit the people to become members of the Red Devils, teach them how to support the Reds and to unify the supporters and the nation through the Reds. The idea was to use a small group of 'official' supporters of the Korean team – the 'Red Devils' and through our communications create a national 'event'.

The Korean mobile phone market is dominated by two major players, SK and Korea Telecom. Korea Telecom became the official sponsor in Korea.SK was faced with the dilemma of wanting to be associated with one of the biggest sporting events ever to take place in Korea but without being able to do so.

Special events took place in tandem with a three-phase strategy called 'Be the Reds' that ran to educate the Korean people on how to cheer for their team during the World Cup. The success is reflected by the size of the crowds that gathered during the semi-final against Germany – 7 million people came out onto the streets to join in the nationwide celebrations.