KT life saving TV
KT
Issue 38 | March 2016
Agency
Cheil Worldwide
Creative Team
Chief Creative Officer: Jeongkeun Yoo Executive Creative Director: Haewon Oh Creative Director: Taejin Lim Copywriter: Hyekyung Jung Junior Copywriter: Sungwon Won Art Directors: Yongsoon Lim, Junho Lee, Sangjoon Park Account Executives: Yusuk Jung, Sunkyu Kang, Hyeonuk Kim, Sanghyun Nam
Production Team
Production Company: Mass Mass Age Producer: Youngmi Kang Director: Myungchun Park Editing Company: Locus Sound Design/Arrangement: Kiss FM Post Production: Eliot
Date
April 2015 ~ ongoing
Background
In the last ten years, the number of senior citizens living alone has doubled in South Korea, reaching 1.38 million in 2015, leaving just one social worker for every twenty-seven senior citizens. Depression and loneliness are common feelings among them which often affect their physical condition. In most cases, their greatest fear is to die alone. Even some corpses of seniors died alone in their house were not found until several months, sometimes more than years after death. As a national telecommunication service provider, KT decided to improve this situation by adding an innovative approach to their previously retained service network.
Idea
Cheil focused on the essence of KT's telecommunication business. 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 Cheil 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. Whenever KT IPTV is turned on or television status hasn't changed for more than 24 hours, a text message is sent to a designated social worker or a family member. In the Imja island, the most remote area in South Korea, Cheil launched this service first and are gradually expanding it nationwide. Cheil took an integrated approach, including onsite installation, TV commercial, and consumer participation through social media and OOH. In order to make the service widely known, Cheil uploaded an introduction film on Youtube first, received applications, then installed the IPTV set top box, and made a TV commercial film out of this project. Cheil created a Facebook page about a 'Bucket list' of living alone seniors to increase consumer engagement. Also, Cheil ran ads on search engine portal site, so whenever users search for cheering messages for seniors or look up about living alone seniors and lone death, users could find unique landing site that could express sympathy for seniors and cheering messages.
Results
A total of 87 lifesaving TVs have been installed in Imja island and KT was 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 increased by 125%, text messages 300% and calls 400%. A medical report said that on the senior's state of mind, anxiety level dropped 12% and their sense of loneliness 30%. On the web, Youtube got 168,105 views, more than 100,000 likes were achieved in portal sites, and 800 likes on Facebook page. Most importantly, Cheil engaged in with consumers in a meaningful way that raised living alone senior issue to a national level.