Cannes Lions
KT, Seoul / KT - KOREA TELECOM / 2016
Overview
Entries
Credits
Description
We did a survey on 200 customers’ present use of an umbrella. The majority respondents that is 92% is using an umbrella with a mobile phone on a rainy day. And 82% of respondents are uncomfortable to use a mobile while using an umbrella.
Holding an umbrella and other belongings while still texting is a common difficulty one encounters Phone-brella is an umbrella with difference that makes it possible to keep the rain off while still using the phone. It makes our everyday lives much more convenient anywhere and at any time more than ever before.
Execution
While using the umbrella, you can also conveniently use both hands to do SNS, surf the web, and apps need to use two finger for multi-touch like pinch zoom. Phone-brella will further upgrade your mobile life
Not only that, physically disabled people will also find it extremely easy to use this product even with crutches. In other words, this product was built based on a universal design.
Outcome
In the summer of 2015, this Phone-brella was unveiled to the general public for the first time. We first offered it to our 20,000 royal customers as a free gift. Many of these customers took a selfie in rain with this Phone-brella. They also left highly positive reviews on our website in relation to their diverse experience.
This simple but highly innovative Phone-brella has gone viral, gaining huge popularity all over the world. Many media powerhouses in more than 30 countries, including BBC, Fortune and CNET, have covered the Phone-brella. Furthermore, it won the “Best of the Best” award in the categories of “Smart” and “Fashion” at the prestigious Red Dot Award for Design Concept 2015.
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