[Challenge of last place]

In Korea telecommunication companies are fiercely competing for 5G services. With the lowest market share and budget, we have been challenged to create new ideas that stand out compared to our competitors.

[Change Your Daily Life with 5G]

It is the slogan of our 5G brand. When competitors communicated fantasizing about the future, we wanted to make a meaningful change to customers' daily lives with 5G.

[Environment is a Boring Subject]

We decided to provide meaningful experience with 5G VR service. VR created new things that were unreal. We talked about environmental problems through an extinct animal park that was not existent in reality. However, there was a problem that Koreans were not very interested in environmental issues.

Our challenge was to find new ideas that drew attention and let consumers experience environmental issues in more interesting way.

[Unreal VR Lost Animal Park]

Does VR become more meaningful if it create something not of this world? Our answer was non-existent Lost (Endangered) Animal Park.

Do you know what Pokémon character Pikachu, sloth from the movie Zootopia, and Spix’s Macaw parrot from the animated film Rio, has in common?

The real animals of these famous cartoon characters are all endangered.

We used this as a key creative strategy. We created a virtual endangered animal park in VR and did storytelling using the animals from the cartoon characters. The 3D cartoon characters talked about how they lost their homes and became an endangered species due to environmental destruction. Children who saw these content told by cartoon characters became immediately immersed. They saw the content through VR, television, and YouTube ads and sympathized the dying animals and felt more concerned about the environment issues as their own.

In order to attract media attention by making it an educational material, we decided to talk about environmental issues with the mouths of cartoon character animals. The animals would tell their stories about how their homes were lost due to climate change or habitat destruction.

In addition, we tried to give as many children the possible experience to hear our environmental message. We created Lost Animal Park in shopping mall for offline experience and increased channels of experience by turning the VR content into an actual pop-up book with a publisher. Then for online experience we told the story of extinct animals through TV and YouTube ads.

Despite the content of the advertisement, the government approved the results to be used as an environmental education teacher for elementary schools, and educational and hands-on images were reported through numerous broadcast media.

In order to create a realistic endangered animal park, real animal models of the characters such as Rio Parrot, Pikachu, and Zootopia Sloth were produced in 3D VR and AR contents during 6 months period.

To make the animals feel like real cartoon characters, the voice actors who dubbed these cartoons in Korea dubbed the characters of our content. Rather than just telling the stories of these animals, we wanted it to make it more interactive and wanted children to find these animals’ lost homes and emphasize with them. The children listened to the story of the animals losing their homes and being broken up with their parents and friends, and learned that it was caused by environmental pollution and habitat destruction.

For more physical experience, the Lost Animal Park was created in offline experience zone. The zone was built in shopping mall where children could experience the VR and see the photos of the endangered animals of the WWF.

Pikachu and Flash from Zootopia were of interest to both children and adults, and they were surprised that the cartoon characters were endangered animals in reality and became concerned about the environmental issues. In order to expand the VR content to more people, TV and YouTube commercials about our content and children's interactions were released.

For children without 5G mobile service, we expanded our channels with offline events and published pop-up books. To ensure that this campaign does not end with a simple marketing campaign, we have provided a mobile environmental practice program to help consumers continue to practice conserving the environment at home, saving water and electricity as well as receiving praise from their parents. We also held a class in elementary school to educate children using our content.

[Korea's First 5G VR Environmental Education Textbook]

When our competitors told similar stories, our goal was to give consumers meaningful experiences and create marketing issues through differentiated 5G content. In that sense, we have achieved the results of brand experience marketing that has never been achieved in Korea. The advertising content became a material for children's environmental education.

School teachers who saw the advertisement wanted to show this content to children. Through a review by the school and the Seoul Metropolitan Government, the content was selected as children's environmental education material and session was held in an actual classroom. It was the first time that advertising materials were used for students' education in Korea. Educational institutions that disliked commerciality have recognized the educational value of our 'Lost Animal Park' content. This led to successful marketing, with all of the nation's public broadcasters, KBS, EBS, SBS, etc. reporting on our campaign.