SKT's branding campaign boosts corporate image
SK Telecom’s brand advertisement campaign “power of connection” is seen in this image. / Courtesy of SK Telecom
By Yoon Sung-won
SK Telecom said Tuesday its corporate branding campaign themed “the power of connection” has drawn a favorable response, attracting more than 1.16 million people to visit its official website in five weeks.
The nation’s top mobile carrier said the first project of the campaign, titled “tapping the connection,” has been designed to draw a human connection between people by sharing a visual message of encouragement through smartphones. It said it will continue to introduce branded advertisements.
“We plan to continue more campaigns based on branded content in diverse forms and subjects,” an SK Telecom official said. “By doing so, we will provide a telecom service that not only physically connects people but also offer new values of connection.”
The campaign video ad has recorded more than 20 million cumulative hits, while 53,541 people have participated in the project by sharing their messages, the company said.
While most of the participants personally recorded a video or photo message of themselves for encouragement, some have sent images of landscapes, food or pets. Participants have sent their messages to not only their families, friends and lovers but also to groups such as test-takers and jobseekers.
SK Telecom said the campaign has drawn particularly keen attention from people aged between 18 and 34, with 75 percent of the visitors to the website in that age bracket.
The campaign’s advertisement videos, featuring newly debuted girl group I.O.I, have ranked on the top 5 list of the realtime popularity chart at the nation’s top web portal Naver.
“It is uncommon that an enterprise’s video ads, rather than video clips from popular entertainment shows, rank on the top perch of the Naver chart,” an SK Telecom official said.
The official also said, “We believe that diverse branded content including videos and webcomics have drawn much attention from young people. We understand that the campaign has fulfilled the role not only as a corporate advertisement but also as entertaining content for consumers.”