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  • AWARDS :
    GRANDE
  • SUB CATEGORY :
    BEST USE OF OTHER DIGITAL MEDIA
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • ENTRY TITLE :
    KT LIFE SAVING TV
  • BRAND :
    OLLEH TV
  • ADVERTISER :
    KT
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEONGKEUN YOO
  • EXECUTIVE CREATIVE DIRECTOR :
    KATE HYEWON OH
  • CREATIVE DIRECTOR :
    TAEJIN LIM
  • COPYWRITER :
    HYEKYUNG JUNG/SUNGWON WON
  • ART DIRECTOR :
    YONGSOON LIM/JUNHO LEE/SANGJOON PARK
  • ACCOUNT EXECUTIVE :
    YUSUK JUNG/SUNKYU KANG/HYEONUK KIM/SANGHYUN NAM
  • FILM PRODUCTION COMPANY :
    MASS MASS AGE, SEOUL
  • DIRECTOR :
    MYUNGCHUN PARK
  • EXECUTIVE PRODUCER :
    YOUNGMI KANG
  • POST-PRODUCTION COMPANY :
    ELIOT, SEOUL
  • EDITOR :
    LOCUS
  • SOUND PRODUCTION COMPANY :
    KISS FM, SEOUL
  • THE BRIEF :
    WE INSTALLED LIFESAVING TV SERVICE IN 84 LIVING ALONE SENIOR HOUSEHOLDS IN IMJA ISLAND. BY SENDING SIGNALS OF THEIR TV TURNED ON AND OFF, SENIORS COULD RELIEVE LONELINESS AND WORRIES IN CASE OF EMERGENCY. FAMILY MEMBERS AND SOCIAL WORKERS COULD FEEL ALSO RELIEVED.
  • THE STRATEGY :
    STUDIES SHOW THAT 98% OF KOREAN ELDERS OWN A TELEVISION REGARDLESS OF THEIR FINANCIAL STATUS. MOREOVER, TURNING ON THE TELEVISION IS USUALLY THE FIRST THING THEY DO IN THE MORNING. SO WE CREATED A PLATFORM TO LET THEM COMMUNICATE DAILY, USING IPTV SET TOP BOX TO CHANGE THE ELECTRONIC SIGNAL OF TV AND TEXTS INTO SOMETHING MORE CARING AND SENTIMENTAL. WE KNEW THAT LIVING ALONE SENIOR PROBLEM IS A SOCIAL ISSUE THAT DERIVED FROM INDIFFERENCE OF OUR MODERN SOCIETY. AS THE CAMPAIGN WAS TO SOLVE THE ISSUE, OUR STRATEGY WAS TO MAKE THE SERVICE WIDELY KNOWN AND GET NATIONAL ATTENTION OVER THIS SOCIAL ISSUE. WE UPLOADED THE ‘LIFESAVING TV’ SERVICE INTRODUCTION ON YOUTUBE FIRST, RECEIVED APPLICATIONS, THEN INSTALLED IPTV SET TOP BOX AND MADE TV COMMERCIAL FILM OUT OF THIS PROJECT.
  • THE EXECUTION :
    INTEGRATED APPROACH EXECUTED INCLUDING ONSITE INSTALLATION, TV COMMERCIAL, CONSUMER PARTICIPATION THROUGH SNS AND OOH. ALONG WITH INSTALLATION OF LIFESAVING TV FOR SENIORS, WE ALSO TRIED TO AROUSE SOCIAL ATTENTION THROUGH MULTIPLE CHANNELS SUCH AS YOUTUBE BY UPLOADING THE SERVICE LAUNCH FILM. WE MADE TV COMMERCIAL INTRODUCING THE TOUCHING STORIES OF SIGNIFICANT CHANGE HAPPENED TO SENIORS AND SENIOR’S FAMILY THAT THE LIFESAVING TV HAS BROUGHT. WE CREATED FACEBOOK PAGE AND PROGRESSED CONSUMER ENGAGEMENT ONLINE PROMOTION. WE INTRODUCED ‘BUCKET LIST’ OF LIVING ALONE SENIORS AND LET CONSUMERS PARTICIPATE TO MAKE THEIR DREAM BUCKET LIST COMES TRUE. WE ALSO SET UP A NATIONAL CHEERING CAMPAIGN ON ‘NAVER’. WHENEVER USERS TYPE CHEER MESSAGES FOR SENIORS OR SEARCH FOR LIVING ALONE SENIORS AND LONE DEATH, USERS COULD FIND UNIQUE LANDING SITE THAT COULD EXPRESS SYMPATHY FOR SENIORS AND CHEERING MESSAGES. LIKES ON THIS SITES REACHED MORE THAN 100,000 IN 10 MINUTES.
  • THE RESULT :
    NUMBER OF VISITS 125% INCREASED NUMBER OF SMSS 300% INCREASED NUMBER OF CALLS 400% INCREASED AWARDED 2015 KOREA PR AWARD 168,105 VIEWS ON YOUTUBE FAMILY MEMBERS COMMUNICATED MORE THAN BEFORE THE SERVICE WHILE SOCIAL WORKERS AND SENIORS FELT STRONGER BOND AND SENSE OF RELIEF. KT IS CURRENTLY EXPANDING IT NATION-WIDE STARTING FROM JUNRANG-GU IN SEOUL AND CHEONG HAK DONG IN SOUTHERN AREA. AFTER THE INSTALLATION OF THE SERVICE, THE NUMBER OF VISITS WAS INCREASED BY 125%, SMS 300%, CALLS 400%. MEDICAL REPORTS SAY THAT ON THE SENIOR’S STATE OF MIND, ANXIETY LEVEL HAS DROPPED 12% AND SENSE OF LONENESS 30%. ON THE WEB, MORE THAN THAT 100,000 LIKES WERE ACHIEVED IN PORTAL SITES, 800 LIKES ON FACEBOOK PAGE. MOST IMPORTANTLY, WE ENGAGED WITH CONSUMERS IN A MEANINGFUL WAY THAT RAISED LIVING ALONE SENIOR ISSUE TO A NATIONAL LEVEL.
  • URL :
    www.lifesavingtv.com