The development of communications technology has brought the hyper-connected era in which one can connect to anyone, anytime and anywhere resulting that the public doesn't give enough attention to the interpersonal heart-to-heart connection. Under such circumstances, SK telecom, the no.1 network company of Korea, took the challenge and established the goal of its corporate campaign as 'creating a consensus with the public on connection, the essential value of telecommunications business' and launched the 'Power of Connection' campaign that would create warming changes and wonderful outcomes through interpersonal heart-to-heart connection. Under the slogan of 'We Believe in the Power of Connection', the company organized a campaign themed to music that is loved by everyone, man and woman, young and old, with a view to further familiarizing the value of connection with the public.

To help the campaign boom up in the early stage, SK telecom not only brought publicity to its start through a presentation to invited news media folks, but also implemented ATL advertising and QR-code-embedded outdoor advertising designed to improve access to the campaign site. The short films contained the whole process of the campaign including selecting weekly best lyrics by younger musicians. It was contributed every week leading continuous public engagement and voluntary participation in spreading. The final lyric was chosen out of four weekly best lyrics as well as through a public vote on the campaign site. At last, the new song was disclosed to the world with a showcase with participants captured great attention from the public and various news media. The song was officially released with its music video through twenty-six national music platforms, so everyone had access to Kim’s new song in twenty years.