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Helen Park works for SK Telecom, the company who runs Korea's largest social network Cyworld. Today she is presenting their "T" brand case study. T is the mobile lifestyle service from SK Telecom (similar to Verizon/AT&T/etc).

Key takeaways:

• Rebranding campaign from previous Speed 011 name
  
• Three stage advertising campaign - dreamer, 24 hours T, mobile communications
  
• Previous campaign was disconnected from the consumer's view
  
• Mobile = necessity, essential
  
• Moved from service proposition to value proposition brand
  
• Engaged in storytelling to convey the new brand proposition
  
• Had to evolve from storytelling 1.0 (push/mass) to a never ending story in storytelling 2.0
  
• Enable the consumers to tell the story themselves, re-craft it and have it become their own
  
• Song in ad campaign was very catchy, open structured and could be crafted into something new
  
• Played well with Karaoke culture in Korea
  
• Ad campaign played on the openness of the brand through song and the "realize" tagline
  
• The gist was "whatever you think can be realized" "anything is possible as you think"
  
• Used digital to allow customers to add their own lines to the song
  
• Used 2008 Beijing games to build momentum
  
• Transformative logo was more symbolic, more rounded (adaptive) and streamlined to match brand attributes
  
• Created brand shop "hello T" to pull all of the elements together
  

Here you can see one of the clips with one of Korea's most popular singers:

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advertising, branding, marketing, Marketing 2.0 and beyond, Matt Dickman, Techno//Marketer, trends, web2.0