SUB CATEGORY :

INTERNET FILM: CORPORATE SOCIAL RESPONSIBILITY

COMPANY ENTERING :

ADQUA INTERACTIVE, SEOUL

TITLE :

KIND WORDS RINGBACK TONE

BRAND :

GS CALTEX

ADVERTISER :

ADQUA INTERACTIVE

AGENCY :

ADQUA INTERACTIVE, SEOUL

CHIEF CREATIVE OFFICER :

HUNCHUL CHUN

EXECUTIVE CREATIVE DIRECTOR :

HUNCHUL CHUN

CREATIVE DIRECTOR :

HYUNKYOON KIM

COPYWRITER :

OLIVIA SANGJEE PARK/AYOUNG YOON

ACCOUNT DIRECTOR :

JUNYOUNG LEE

ACCOUNT MANAGER :

MINWOO LEE

ACCOUNT EXECUTIVE :

HYUNWOO NAM

MEDIA PLANNING MANAGER :

SOOYEON IM

MEDIA PLANNER :

SEUNGKWAN HONG/SEUNGHYUN YOON/SOOYEON PARK

AGENCY PRODUCER :

DONGKYEONG LEE

FILM PRODUCTION COMPANY :

OASIS, SEOUL

DIRECTOR :

JUNG HAN KWON

CINEMATOGRAPHER :

KIDEOK LEE

GAFFER :

YOUNG SOO YIM

EXECUTIVE PRODUCER :

SEO HEE KANG

POST-PRODUCTION COMPANY :

UNFRAME, SEOUL

EDITOR :

JONG HAN LIM

COLORIST :

WONSEOK KO

FLAME ARTIST :

AH YOUNG KIM

ENGLISH SYNOPSIS :

THE CAMPAIGN FILM BEGINS WITH SERIOUS VERBAL VIOLENCE MADE BY CUSTOMERS, FOLLOWED BY CALL CENTER EMPLOYEES TALKING ABOUT THEIR EXPERIENCE. ARTICLES RELATED TO VERBAL VIOLENCE AGAINST CALL CENTER EMPLOYEES INFORM THE SEVERE WORKING ENVIRONMENT OF EMOTIONAL WORKERS IN KOREA. THEN, THE PROCESS OF RINGBACK TONE BEING CREATED, REMINDING CUSTOMERS THAT CALL CENTER EMPLOYEES ARE BELOVED FAMILY FOR SOMEONE ELSE, IS SHOWN.
THE SCENE IS FOLLOWED BY CALL CENTER EMPLOYEES WHO ARE SURPRISED TO EXPERIENCE CUSTOMERS' CHANGED ATTITUDE AFTER
THE IMPLEMENTATION OF THE RINGBACK TONE. THE FILM ENDS WITH
THE RESULT SHOWING THE CAMPAIGN SUCCESS WITH A DISPLAY OF NUMERICAL CHANGE BASED ON SURVEY WITH CALL CENTER EMPLOYEES AFTER THE IMPLEMENTATION OF RINGBACK TONE.

ENGLISH CONTEXT EXPLANATION :

CUSTOMERS' VIOLENT WORDS, SWEARS, AND SEXUAL HARASSMENTS AGAINST CALL CENTER EMPLOYEES ARE A MAJOR SOCIAL ISSUE IN
SOUTH KOREA. ALTHOUGH THE PROBLEM OF CALL CENTER EMPLOYEES SUFFERING FROM EMOTIONAL STRESS WAS WIDELY KNOWN, THE ISSUE HAS NOT BEEN RESOLVED FOR A LONG TIME. ALTHOUGH SOME COMPANIES TRIED TO RESOLVE THE ISSUE WITH INCENTIVES OR GIFTS, THEY WERE ONLY TEMPORARY SOLUTIONS AND COULD NOT FUNDAMENTALLY DECREASE VIOLENT COMMENTS OF CUSTOMERS.
GS CALTEX, KOREAN ENERGY CORPORATION THAT HAS EXECUTED CAMPAIGNS TO ENERGIZE KOREAN SOCIETY WITH ITS SLOGAN, "I AM YOUR ENERGY", INTRODUCED THE CAMPAIGN TO RESOLVE THE PROBLEM.
"KIND WORDS RINGBACK TONE", THE UNPRECEDENTED PRELIMINARY SOLUTION, WAS INVENTED TO PREVENT VIOLENT WORDS. TOUCHING AND WARMING KIND WORDS RINGBACK TONE HEARD WHILE CUSTOMERS ARE WAITING TO BE CONNECTED TO CALL CENTER EMPLOYEES REMINDED
THE CUSTOMERS THAT THE EMPLOYEES WERE PRECIOUS FAMILY TO SOMEONE ELSE.

URL :

https://youtu.be/mr7p_cmH2H8