Cannes Lions

Changdeok ARirang (2021)

SK TELECOM, Seoul / SK TELECOM / 2021

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Overview

Background

As the first carrier in the world to launch a commercial 5G network, SK Telecom wanted to use its technology to make the world a little better by showcasing its creative potential. SK Telecom committed to making Changdeokgung Palace barrier free for all to enjoy and created a first of its kind Augmented Reality guided tour, which overcame physical barriers for wheelchair users.

The team carefully designed an Accessibility Tour Mode, which guided visitors with disabilities seamlessly through the palace grounds and immersed them in 12 educational and explorative moments. The team paired SK Telecom’s 5G MEC technology together with Google’s newly released cloud anchor technology to place these hyper-realistic holographic images accurately in situ. This unique combination of technology has never been seen at this scale before.

Idea

"Changdeok ARirang" is a first of its kind Augmented Reality guided tour, designed to make Changdeokgung Palace more accessible to a broader range of visitors. It pushes the potential of 5G technology and location based AR to new heights and gives visitors to the palace an unforgettable experience.

Visitors are greeted by the virtual guide and mythological guardian of the palace, Haechi, and are taken around an eclectic mix of educational, immersive moments, granting unprecedented access to areas of the palace otherwise reserved for the non-disabled.

Visitors can explore secret portals and partake in ancient customs and traditions with members of the Joseon court, sensitively brought to life in AR. Areas of the palace, including a secret garden which has limited access, were recreated entirely in AR. During the tour, Haechi shares historical information and points out objects of significance, imparting wisdom from times gone by.

Strategy

SK Telecom wanted to push the boundaries of 5G to show off, not just how fast it is, but its creative potential too.

The team thought about the best way 5G technology could make the biggest impact and show how it contrasts from the pre-5G world. For consumers, the biggest change could be an improvement or transformed experience that happens at a familiar place that has not been changed for a long time. Through multiple insight sessions with various organizations, the team found out that despite recent technological advancements, the viewing experience at Changdeokgung Palace, a 600-year-old cultural heritage site, has not changed much for decades, especially the experience of visitors with physical disabilities. This was the breakthrough moment to reimagine the experience of these 18 million annual visitors through strategic collaborations with industry-leading tech brands and a government organization.

Execution

To deliver this ground-breaking experience, the team mapped out the entire cultural site digitally. Using SK Telecom’s 5G MEC technology and Google’s Cloud Anchors, hyper-realistic visuals were placed accurately in the palace grounds. SK Telecom installed a 5G network in the palace and the MEC server nearby, allowing users to quickly download the 4GB-sized hyper-accurate 3D content in real-time, while exploring the palace. In order to achieve the lifelike depiction and authenticity of cultural elements, the team worked with cultural advisors and filmed performances using 4K volumetric capture.

The app was launched on July 27, 2020. To enjoy the service, 5G Android smartphone users could download the app and simply launch the app at Changdeokgung Palace. Those who do not have a 5G Android smartphone could experience the service with the free 5G smartphone rental from July 28 to Dec 31, 2020.

Outcome

Since the launch of Changdeok ARirang app, a total of 4,530 users have used the app on the site despite the visiting restraints due to COVID-19. Over 247,000 people downloaded the ‘at home’ version of the experience in just 4 months since the launch.

According to our survey on users of Changdeok ARirang, 73.8% respondents said that their experience with Chrandeok ARirang was far better than their previous tours of other Korean cultural sites and 92.4% replied that they were satisfied with the service. They also said that they were pleased to take a virtual tour of the restricted areas and get to learn new things about the palace and the history. Visitors, especially children, also found Changdeok ARirang to be much more fun and interesting than reading written descriptions of the site.

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