This project was developed through connecting marketing with a ‘Hybrid’ conception which is a technical feature of the products and shows its meaning as ‘Unification of the products and marketing.’ “Hybrid marketing” of Anyband is composed of: Hybrid Product; Hybrid Contents; and Hybrid Channels. “Talk, Play, Love” Campaign is a result of a mixture consisted of the ‘Hybrid’ marketing, celebrity marketing and entertainment marketing which Anycall has been maintaining since 2005.

[AD Campaign Effectiveness Measurement Survey](Resource : AD Campaign Effectiveness Measurement Survey, Dec. 2007)New Slogan Awareness : 86.5%Slogan Favorability : Score 3.86 / 5.00 [Consumer Attitude Toward Brand] (Resource : Samsung Electronics CTS)Improved Brand Image:Familiar: 56% - 64%Associated with me: 60% - 67%Representative: 77% - 86%Enhanced Attachment:Favorability: 50% - 53% (Rates of 5 point out of 5-point-scale).Increased Brand Awareness:Brand TOM (Top of Mind) : 64% - 67%